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CONTENT
Editor
James Groves
james.groves@futurenet.com
“We are not simply on
Staff Writer
Rebecca Morley
a downward curve.
rebecca.morley@futurenet.com
Graphic Designer We are evolving”
Marc Miller
marc.miller@futurenet.com
Production Manager/Executive
Matthew Eglinton
matthew.eglinton@futurenet.com
THE EDITOR
Contributors

Ending the year on a high

Alex Ballinger, Laura Laker, Mark Hallinger
Group Content Director, B2B
James McKeown
james.mckeown@futurenet.com
Managing Design Director, B2B
Nicole Cobban
nicole.cobban@futurenet.com As I sign off for 2018 and reflect upon my debut year in the cycling industry,
I’m feeling much more positive about the current state of affairs than I was
ADVERTISING SALES
Sales Manager
back in March.
Richard Setters
richard.setters@futurenet.com
While we still lack the silver bullets to divert more consumers to the IBD, the
+44 (0)207 354 6028
continued growth of MTB, e-bikes and the kids market is a testament to the fact
SUBSCRIBER CUSTOMER SERVICE that we are not simply on a downward curve. We are evolving.
To subscribe, change your address,
or check on your current account status, According to Research and Markets, the global cycling market will be worth
go to bikebiz.com/FAQs or email
subs@bikebiz.com £34.5 billion by 2022. Granted, this will be largely driven by the rise of e-bikes,
ARCHIVES but this rise in market value proves there is still plenty of business to go
Digital editions of the magazine are available to
view on ISSUU.com Recent back issues of the around… as long as we all continue to adapt to modern trends.
printed edition may be available please contact
lucy.wilkie@futurenet.com Our final edition of 2018 rounds up the year for UK distributors Bob Elliot,
for more information.

INTERNATIONAL Extra, i-ride, Moore Large, Raleigh and ZyroFisher (p21), while Laura Laker
Bike Biz and its content are available for licensing and
syndication re-use. Contact the International department
reports on the Government’s recently-announced £2 million e-cargo bike
todiscuss partnership opportunities and permissions
International Licensing Director Matt Ellis, subsidy (p16).
matt.ellis@futurenet.com
Elsewhere, Nick Butterfield looks at how bike shops can optimise their
MANAGEMENT
Managing Director/Senior Vice President Christine Shaw
presence and remain relevant in the industry (p6), while Alex Michael
Chief Revenue Officer Luke Edson
Chief Content Officer Joe Territo
investigates the rise of the bikepackers (p43).
Chief Marketing Officer Wendy Lissau I can’t quite believe we’ve reached that time of year again, but from all
Head of Production US & UK Mark Constance
of us at BikeBiz, we wish you a wonderful Christmas and look forward to
seeing you again in 2019.
Printed by Pensord Press Ltd, NP12 2YA
ISSN: 1476-1505 Copyright 2018

Future PLC, Future plc is

James Groves
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Street, London SE1 9DU Association

All contents © 2018 Future Publishing Limited or published under licence. All
Editor
rights reserved. No part of this magazine may be used, stored, transmitted or
reproduced in any way without the prior written permission of the publisher. james.groves@futurenet.com
Future Publishing Limited (company number 2008885) is registered in England
and Wales. Registered office: Quay House, The Ambury, Bath BA1 1UA. All
information contained in this publication is for information only and is, as far as we
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BBZ155.comment.indd 1 22/11/2018 11:16

 12.18 ISSUE 155

The THIS MONTH

11
Distributor Cycling UK
Cycling UK has been championing cycling for

Issue
almost 140 years. Matt Mallinder, director of
influence and engagement, reflects on 2018

21 Distributor roundup

Five UK distributors share their latest

developments from the past 12 months

43 The rise of the

bikepackers
A new ultra-tough hardcore has developed
on the fringes – and is growing rapidly, writes
Alexander Michael

REGULARS
6 Opinion
11 Features
51 IBD Focus
55 Sector Guides

www.bikebiz.com @bikebizonline bikebiz

BBZ155.contents.indd 1 21/11/2018 11:10

 OPINION

Shop or showroom?
Nick Butterfield, retail design director at Butterfield Design, looks at how
bike shops can optimise their presence and remain relevant in the industry

6 | December 2018  www.bikebiz.com

BBZ155.butterfield.indd 1 21/11/2018 10:06

 OPINION

J
ust the other day I had an impulsive moment to pull over and go check out
a local bike shop I’ve been driving past for years. I entered full of excitement
to look at what’s new and hope something might catch my eye for an early
Christmas-present-to-me opportunity. However, the moment never came and
before I knew it, I was reversing back out of my handy parking space. I was in
there a mere 180 seconds and I didn’t stop during my brief tour of their 2,000
square foot shop. Honestly, will that shop still be there in six months? I doubt it…

What’s apparent is that small IBD retailers cannot As one of the most popular forms of leisure activity
possibly be expected to carry huge amounts of stock and efficient transportation solutions, the cyclist can
and provide the broad range of choice that many start to take control of the town centre. I was recently
picky cyclists are wanting to select from - that’s visiting Copenhagen and it was overwhelmingly
where the internet is king and impossible to beat. apparent that the bike dominates their society and
Take another struggling consumer category - the positive lifestyle attributes are very clear to see.
bookshops have all but disappeared due to With this rational acceptance that an urban cycling
Amazon’s ‘browse and buy’ convenience. strategy works, the inner cities are able to develop
However, there are now some interesting their retail commerce with clearer vision.
exceptions emerging and a good example is So how does the traditional bike shop fit into
Waterstones, which was in full survival mode, this equation? The answer lies within the customer
but has now managed to stave off the landlord’s experience expectation. In retail design, we approach
threats by reinventing itself as a community all new concepts with a golden rule. The store
space. It has realised that the joy Of reading format needs to be layered: Front – Attract,
can unite a community to share and enjoy Centre – Engage, Rear – Capture.
the precious moments that we generally ‘I believe that Take the recent experience I had with
want to keep in today’s modern, hectic and my lacklustre visit to an IBD. What can it
antisocial society. cycling can do to optimise its presence and make its
At Waterstones, you can now share play a big part very existence relevant? With a small and
views in book clubs, partake in readings limited product range, there is always a story
by its authors while having lunch or in the retail to be told about who you are and why you’re
even sign up for a dance class amongst reinvention/ different to your competitors. Every retailer
a literary world of paper and cardboard - needs a buying strategy to align with the
all the while hosted by Waterstones, the revolution’ company ethos and target customer – it
expert bookseller. is absolutely essential to know what these
As a retail store designer working among two things are before you can consider
a wide variety of consumer categories I am your presentation concept. No matter
now focused on helping retail brands within how many products you have, you need to construct
the ‘lifestyle’ sector, as they will become the a compelling showcase that make the items stand-
town centre showrooms where consumers will out and come alive. Clearly not every product can
choose to spend much of their deserved leisure be showcased as it would become just visual noise
time. Local authorities across the country now and the whole experience would be counter-
recognise the urgency to adapt their town centres productive. Pick out seasonal categories or brands
to ensure it has a role to play in today’s electronic that can be rotated throughout the year to keep
culture, and my vision is that this central zone will the store looking fresh and interesting. Cyclists, in
once again become a community focused shopping general, are information hungry types so it’s really
experience where hospitality meets brand awareness. important to provide them with the knowledge on a
I believe that cycling can play a big part in the retail self-help basis - always asking staff questions is an
reinvention/revolution. expensive tool!

www.bikebiz.com  December 2018 | 7

BBZ155.butterfield.indd 2 21/11/2018 10:06

 OPINION
Product information can easily be created and printed at
a low cost in many ways, but it’s most important that as
the retailer you are the author and editor providing your
opinion and reasons why you respect and sell this item,
range or brand.
So what else can alert the senses and heighten the
experience? I know it’s an old cliché in selling a house,
but the smell of coffee is always a good way to retain a
customer’s attention. Earlier this year I wandered into a
motorcycle dealership to carry out a secret shopper
mission - I was no more than one step off the doormat
when I heard someone shout ‘coffee mate?’. I was spotted
by a salesman who knew that most of their customers are
very grateful of a hot drink to warm up, a friendly simple
touch to get their attention. Effective lighting is another
essential part to get right as the colour and detail in most
cycling products is so important to see properly. LED has
completely reinvented lighting design technology and
manufacturing, so not only are they inexpensive to buy
they are also very effective and energy efficient.
Customers today are very fickle and they are always
on the hunt for the next best thing available to them.
The challenge that every retailer has is to reach out
and try to get their loyalty. Typically, consumers can
easily search for their items online at their preferred
location and then be patient as they await its delivery.
This works fine when a product is already known and
is not required immediately.
8 | December 2018 
BBZ155.butterfield.indd 6
Many shoppers, however, are impatient and need to see
the item first before making a decision – these ones are
yours and for the taking!
If they’ve been attracted by your incredible window
displays and have taken the decision to enter your store,
then you need to make sure they receive a memorable
experience. Even if you don’t convert an immediate sale
they will love the way you do things differently and will
return on a specific mission.
In the news, all we ever hear is that more and more
shops are closing down, either the big chains are
shutting half their estate or small independents are
insolvent and unable to trade any longer. On the
other hand, the majority of premium and luxury
label brands are thriving and this situation is mainly
due to the in-store customer experience that all of
these retailers provide. Whilst cycling should certainly
not be viewed as exclusive, the high-end products do
carry those price tags and with baskets sometimes
brimming over £10,000, how do you look after
those customers?
Clearly, there’s no one-size-fits-all scenario here,
but common business sense should resonate with
most retailers, that easy quick wins can be achieved
at minimal cost to help communicate a revitalised
message to their existing and new customers that
something behind this door is different to before
and well worth checking out! n
www.bikebiz.com
21/11/2018 10:06
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People power
Cycling UK has been championing cycling for almost 140 years. Matt Mallinder, director of
influence and engagement, updates Rebecca Morley on the charity’s work throughout 2018
C
ycling UK’s mission is to enable millions more
people to cycle, in order to create a ‘happier,
healthier and cleaner world’. That mission
has still been going strong in 2018 with campaigns, rides,
events and promotions happening all across the country.
Nearly 11,000 people responded to the Government’s
road safety review, 70,000 cyclists were engaged through
the Big Bike Revival, over 13,000 local rides took place
and the charity welcomed over 350,000 people to Bike
Week. “It’s about people power,” says Matt Mallinder,
director of influence and engagement.
One of the main focuses of Cycling UK is campaigning.
For example, in September, when a proposed ban on
cyclists using the A63 near Hull was overturned by
Highways England, something that was described by
Cycling UK at the time as a ‘victory for common sense’.
“The A63 was really important for us to get up and
stand up and fight for all cyclists,” Mallinder says.
www.bikebiz.com 
BBZ155.cyclinguk.indd 1
FEATURE
The charity has also been involved in Government
reviews, including on the back of the case of Charlie
Alliston, who was jailed for 18 months in September
2017 for knocking over and killing 44-year-old Kim
Briggs as he cycled through east London on a bike
with no front brakes. Alliston, 20, was cleared of
manslaughter but found guilty of causing bodily
harm by ‘wanton and furious driving’. Mallinder
explains: “On the back of that we were called into
the Government, it was a bit of a knee-jerk reaction,
and launched this road safety review around cycling.
“We thought it was all going to be helmets and hi-vis,
but actually we came together with a really credible
argument and came out with a big dossier called ‘Why
Wouldn’t You’, which is a long list of common sense
approaches to road safety and we galvanized nearly
11,000 people to write to the Minister, so they were
overwhelmed by the response.”
December 2018 | 11
21/11/2018 10:32
 FEATURE
More recently, a review from the Government on the Highway
Code revealed the inclusion of Dutch Reach, aiming to educate
drivers on how to not hit cyclists when they open their car door.
This is where the driver uses their left hand to open the door,
which forces them to rotate their body and look out the window
to the road. That way if anything’s coming, they see it before the
door is opened.
“What it shows is two things,” Mallinder says. “One, that the
Government or the Department for Transport want to listen
when credible arguments are given to them, and two, that this
is about people power.
“This is about getting everyday cyclists involved in the
political side of cycling to make the Government listen. If
it’s just me shouting then they’re not going to understand it.
We want the Government to really understand that these are
voters and they’ve got a mandate to spend our money and
taxes in the right way. We’re very much about empowering
people to get involved and enable them to be part of the wider
cycling campaign.”
Cycling UK is also aiming to overcome barriers that people
face when it comes to cycling, whether that be an economic
one, a social one, or a cultural one. One way it does this is the
Big Bike Revival.
“This is half a million pounds worth of funding from the DfT
and half a million from Transport Scotland,” Mallinder explains.
The Big Bike Revival aims to reach communities that don’t cycle and encourage participation
12 | December 2018 
BBZ155.cyclinguk.indd 2
“This is about getting everyday cyclists
involved in the political side of cycling
to make the Government listen”
Matt Mallinder
“The initiative there is to encourage people to either renovate a
bike that they’re already got in the shed, or give them access to a
cheap bike either through a bike loan or through working with a
bicycle recycling centre.”
He says it’s a progressive programme and reaches communities
that don’t cycle, to encourage participation but also to improve
the gender gap in cycling. He adds: “We know cycling is biased
towards male and middle class, and we want to remedy that.
“Big Bike Revival is something that we hold dear. We recognise
that people do need that helping hand, but it’s a little nudge.
That’s the cherry on the cake for us, we feel very proud of that.”
Mallinder also talks about the fun of cycling engagement, and
not always needing to take it so seriously. “As an organisation,
you probably don’t think of us as sporty types of people,” he says.
“But we’ve got a series of challenge rides, we’ve got sportives that
we put on, and we joke with it: you’re more likely to get a flapjack
on our ride than an energy gel, but it’s getting back to the heart
of why we all cycle and that social bit of the sportive market.”
www.bikebiz.com
21/11/2018 10:32

Dutch Reach aims to educate drivers on how to not hit cyclists when they open their car door
Another way Cycling UK hopes to increase engagement is through
Bike Week. It aims to engage with people that could cycle, who
have access to a bike and a reason to ride, whether it’s to work
or school, but aren’t necessarily cycling enthusiasts. “It’s just to
really shine a light on the activity, but we also provide toolkits
and insurance to get groups riding. We’ve got 350,000 people
that take part in that week, so that’s really nice engagement.
“The other one that we started two years ago, which was
successful again this year was our Women’s Festival of Cycling,”
Mallinder adds. “We’re not trying to pigeon-hole people in any
way, because women’s cycling could be going to the shops or it
could be going around the world, but we know that women are
under-represented in cycling and we want to shine a light on it
and use them to inspire each other.”
Cycling UK also launched its search for 100 inspiring Women
in Cycling, where it searched for nominees from the biggest
names in cycling to women working largely unrecognised in
grassroots development, and all those in between. It is not
the top 100 women in cycling, it’s just 100 women, Mallinder
explains. The charity also puts on women-specific rides, with
the aim to get people in a safe, non-threatening environment,
meeting like-minded people, so that afterwards they carry on
cycling, either on their own or in groups.
Mallinder says: “We recognise that three-quarters of the
bikes that are sold are actually used off-road, but actually a
lot of the campaigning is focused on urban communities.
“People just want to get out – they didn’t want to drive
to the countryside – they just wanted to cycle from their
house to a green space. We’re looking at working with the
Government to change the right of way on footpaths, to
open up the countrysides to cycling, and working with major
landowners to give access.”
www.bikebiz.com 
BBZ155.cyclinguk.indd 3
FEATURE
“Cycling is one
of the best and
cheapest ways
of getting into
a light mental
health space”
Matt Mallinder
At the root of a lot of this engagement is a good relationship with
the DfT, which Cycling UK works closely with. Mallinder says:
“We’re very proud that we can be a critical friend, to the DfT. We
see them as the good guys, they’re working incredibly hard. But
obviously they’ve got a Government above them that makes the
decisions, and they make those based on popular choices.
“We also know that we as the cycling community need to
make the case for cycling stronger, and you have to look at the
budget. We know from our programmes and our own experience
that cycling is one of the best and cheapest ways of getting into
a light mental health space, it’s a really good tool. We need to
make the case that cycling isn’t just about transport, it helps
mental health and wellbeing, social cohesion, environment,
urban, rail and congestion.”
Cycling engagement can also be improved on a small scale too,
for example, this year Cycling UK launched a search for Cyclist
Cafe of the Year for the first time. The competition had four
winners, one for each England, Scotland, Wales and Northern
Ireland. Mallinder says: “We all know that cycling and cup of tea
go well together, but what we want to do is reach out to all those
people who are involved in cycling in any small way.
“There are some really good cafes that are going that extra mile
to welcome sweaty groups of cyclists all turning up at once and
demanding cakes and cups of tea. We just wanted to shine a light
on that and say ‘we’re all part of one big community’, and say
thanks to them.”
Whether it’s a small campaign or a national Government
one, Cycling UK aims to promote all forms of cycling, protect
the interests of existing and would-be cyclists, and inspire
people of all ages, backgrounds and abilities to discover the
joys of cycling. “When people start cycling, not many stop,”
Mallinder concludes. n
December 2018 | 13
21/11/2018 10:32
 p: Adrian Marcoux
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Untitled-1 1 15/02/2018 12:10:19
FEATURE
A greener future
The Government recently announced a £2 million subsidy to boost the uptake of e-cargo bikes.
Laura Laker takes a closer look at the impact this will have on the industry throughout 2019
I
n September, hot on the heels of the Department for
Transport’s call for evidence on last-mile deliveries –
to reduce delivery emissions, particularly from diesel
vans – the Government pledged a £2 million subsidy
to encourage the usage of e-cargo bikes. In a nutshell,
businesses will soon be able to apply for up to £5,000 towards
the purchase price of new e-cargo bikes, or up to £1,000 per
bike. A Department for Transport spokesperson said they are
still working through last mile consultation responses before
deciding exactly how the scheme will work. However, we do
know funding will be split between large and small companies.
Why e-cargo bikes?
The way we travel and deliver is creating serious challenges
in the UK, from growing congestion and air pollution in our
towns and cities to illnesses caused by physical inactivity.
16 | December 2018
While cycles can replace car journeys, cargo bikes can help
replace some van and lorry traffic. Vans are ten per cent of
vehicles on the roads, and many of their loads could be moved
to smaller, pedal-powered vehicles. E-cargo bikes, like e-bikes,
have developed rapidly over recent years, and now come in a
variety of shapes and sizes, and carrying capacities, with some
able to transport loads of up to 250kg.
Neil Davis, a consultant working with Pashley Cycles,
says: “E-cargo bikes are going to revolutionise things if we
get it right. When you think about congestion, pollution,
and in terms of wellbeing, the e-bike really opens up cycling.”
The Bicycle Association says e-cargo bikes “can support
the evolution of our cities into efficient, liveable, low carbon
and high-tech hosts for smart business growth, while also
providing flexible, accessible mobility for goods and people
of all ages".
www.bikebiz.com
 FEATURE

Cargo bikes are often faster and more efficient
than motorised transport. They don’t get stuck
in traffic, can be wheeled through pedestrian
areas and parked easily on the street - and staff
don’t need driving licenses to operate them.
“Simple They can be used to deliver meat, flowers,
subsidies bread, and can transport tradespeople and
their tools between jobs. They can replace
isn’t a silver scooters for takeaway deliveries and can tackle
bullet at all, household waste recycling services. They
can even provide on-demand taxi services.
but it sends Several UK based companies are already
the right proving cargo bikes work in a UK setting but
message” data on their success, or otherwise, can deter
business investment.
The Bicycle Association’s Peter Eland says:
Peter Eland “Simple subsidies isn’t a silver bullet at all,
but it sends the right message and it will be
a welcome boost to anyone who’s setting up.
“The side effect of these grants is presumably
monitoring the data that comes out of that. We
need a big fleet experience as well as a small one.”
The Bicycle Association would like to see the
Government fund a cargo bikes demonstration
cities programme, potentially with micro-depots,
to kick-start widespread cargo bike use and prove
they work in a UK setting. It recommends £5-10
million for two or three cities over five years.
E-cargo bikes are already working – now
they need scaling up. Zedify is a national ‘zero
emissions’ cargo bike delivery service, launched in
June 2018, and already operating out of depots in
London, Cambridge, Brighton, Norwich, Waltham
Forest and Glasgow. Sam Keam, co-founder of
Zedify, welcomes the Government subsidy. He
says: “One of the main barriers for companies to
set up as a delivery scheme is the initial cost. An
electric two-wheeler can cost £4,000, and a trike
can be £7,000 to £9,000. The cost to get up and
running, even for a small operator, is totally out of
synch to what it would take to set up a van courier.”
Industry figures say because the current
delivery model is loaded towards motorised
transport, from gig economy operators who
aren’t bearing full employment costs, to fuel
duty freezes and free or cheap vehicle parking,
more is needed for the cargo bike to become a
viable delivery solution.

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www.bikebiz.com December 2018 | 17


Cycling
and walking
minister
Jesse Norman
As Davis puts it: “While it is a good thing the
Government is supporting e-cargo bikes, the
amount is very low.” He would like to see further
subsidies to UK manufacturers, like Pashley,
as well as some sort of polluter pays scheme in
cities to reflect the true cost of motor transport.
In the meantime, Zedify is taking cargo bike
growth into its own hands. Zedify plans to rapidly
scale up across the UK, and it is looking to set up a
national franchise to deliver cargo bike services in
the next couple of years.
Davis continues: “We would handle business
customers nationally, and deliveries at city level,
and we would provide a framework for training
and software; crucially we would be developing our
own software. We are in the testing phase at the
moment, we want to be in most large UK cities in
the next 1.5-2 years. We know the market is there
and we know the demand is there, it’s just going to
take demonstrating it is scalable.”
It already works with companies like TNT and
Yodel, and any franchise, operating to Zedify’s
standards, could potentially take on those
companies’ deliveries in those cities.
E-cargo bikes are for carrying people too. Pedal
Me is a cargo and passenger carrying service that
successfully crowdfunded more than £150,000
in just eight days in October, to buy more e-cargo
bikes and train more staff, with a view to taking
on companies like Uber in London.
As Pedal Me discovered in March, cargo bikes
can even continue operating in heavy snow, when
other vehicles become stuck. Pedal Me co-founder
Ben Knowles told BikeBiz that while Government
18 | December 2018
XXXXXXXXX XXXXXXXXX
support is welcome, and direct subsidies are helpful,
the latter may not be the best way to encourage
e-cargo bike growth.
“The issue, in general, is not the supply of cargo
bikes (because they’re easy to offset against tax,
as a capital item) but knowing how to use them.
In our view subsidy would be better directed
towards support of training, tech systems and
maintenance – supporting the use of cargo bikes
rather than the purchase,” he says.
“We believe so strongly that these are the
main barriers, we’ve even set ourselves up as a
consultancy to support businesses wanting to
overcome these barriers.” “If the funding
Cycling and walking minister Jesse Norman says: is used well it
“We are committed to creating a cleaner, greener
future, and the new fund for e-cargo bikes will
could really
help to cut congestion and improve air quality, accelerate
encouraging companies to replace older, polluting things”
vans with a zero emission alternative. Businesses
will soon be able to receive a contribution of up to
£1,000 towards the purchase price of new e-cargo Sam Keam
bikes, provided they follow a code of cycle safety
good practice.”
Industry is generally supportive of standardised
training for e-cargo bike riders to ensure operators’
credibility in the public eye. Both Pedal Me and
Zedify have developed their own cargo bike specific
training for riders.
Keam says: “I think it is a great moment. If
the funding is used well it could really accelerate
things. Everyone is alarmed by poor air quality; the
technology and the cargo bike is coming to maturity,
I think it’s potentially very exciting.” 
www.bikebiz.com
MEDIA PLANNING GUIDE:
JANUARY 2019 – DECEMBER 2019 Knog’s Big Little Light

January, 2019 AD DEADLINE: 3RD DEC ISSUE THEME: THE CORE BIKE SHOW ISSUE
Sector Guide: Bike security
Special: Energy and nutrition

February, 2019 AD DEADLINE: 14TH JAN ISSUE THEME: THE INFRASTRUCTURE ISSUE
Sector Guide: Cycle luggage
Special: Hybrids and folding bikes.

March, 2019 AD DEADLINE: 12TH FEB ISSUE THEME: THE WORKSHOP ISSUE
Sector Guide: Triathlon
Special: Workshop and training courses
Extra Distribution: London Bike Show

April, 2019 AD DEADLINE: 11TH MAR ISSUE THEME: THE INNOVATION ISSUE
Sector Guide: Helmets
Special: BMX

May, 2019 AD DEADLINE: 10TH APR ISSUE THEME: THE TECHNOLOGY ISSUE
Sector Guide: Indoor training and power meters
Special: Cycle computers

June, 2019 AD DEADLINE: 10TH MAY ISSUE THEME: THE IBD ISSUE
Sector Guide: Winter and protective clothing
Special: Cyclocross

July, 2019 AD DEADLINE: 11TH JUN ISSUE THEME: THE DIVERSITY ISSUE
Sector Guide: Lights
Special: Women’s bikes

August, 2019 AD DEADLINE: 12TH JUL ISSUE THEME: THE CHILDREN’S ISSUE
Sector Guide: Chains, gears and crankss
Special: Children’s bikes

September, 2019 AD DEADLINE: 9TH AUG ISSUE THEME: THE EUROBIKE ISSUE
Sector Guide: Stocking fillers
Special: Road bikes
Extra Distribution: Eurobike

October, 2019 AD DEADLINE: 9TH SEPT ISSUE THEME: THE MTB ISSUE
Sector Guide: Bike trailers and transport
Special: Mountain bikes
Extra Distribution: The Cycle Show

November, 2019 AD DEADLINE: 14TH OCT ISSUE THEME: THE E-BIKE ISSUE
Sector Guide: Brakes
Special: E-bikes

December, 2019 AD DEADLINE: 8TH NOV ISSUE THEME: THE DISTRIBUTOR ISSUE
Sector Guide: inner tubes Cycle footwear
Special: Wheels, tyres and inner tubes

WANT TO ADVERTISE IN ANY OF THESE ISSUES? Want your company or product to be

involved with any of these features?
Contact Richard Setters 0207 354 6028 Contact James Groves, editor 020 3829 2616
or email richard.setters@futurenet.com or email james.groves@futurenet.com
 Eurobike is over, media launches are
done: It is time to decide what brands
you want to sell this season.

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Distributed in the UK by

www.hotlines-uk.com I Email: sales@hotlines-uk.com I Tel: 0131 319 1444


The year
in reviewAs we hurtle towards 2019, BikeBiz
speaks to five distributors about their
progress throughout the year
Bob Elliot
Paul Elliot, director
How has 2018, in general, fared for Bob Elliot?
After a challenging start to 2018, business recovered
well to see us have a strong year. Service and workshop
areas have shown growth as we have continued to
support the IBDs.
What brands have you gained/lost, and what are
your thoughts/reasons behind these changes?
We have added a few brands throughout 2018 to our
www.bikebiz.com 
BBZ155.dist.indd 1
FEATURE
range, most notable being ControlTech handlebars and
stems, which arrived with us a few months ago. We
have applied focus through this year on growing with
our existing partners by expanding or tweaking ranges
to help support customer-demand. One area that is
fast-moving is our Alex Wheels, and ensuring we have
further options available through road-disc areas and
offering boost-options for our 2019 collection.
Brands aside, have there been any major
developments for Bob Elliot throughout 2018?
We continued to show our support to the Cycle Show
in 2018 by giving trade visitors the chance to see 2019
items for the first time and also continue to promote
December 2018 | 21
22/11/2018 11:18
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our brands to the public. 2018 has been a year where
we have grown our brands. Our number of brands is
at the highest level in our history, which covers more
sectors and disciplines than ever before. We are
working this way during challenging times in the
trade to try and give our customers the very best
options to suit their needs. We understand all shops
have different requirements, whether it be with
product-pricing (top or lower end products) or
offering different types of products for developing
sectors such as urban cycling or gravel.
To what extent are you supporting IBDs, and
how has this changed throughout 2018?
We work closely with our sales representatives who
work throughout the UK visiting shops, sometimes
as regularly as every week. We receive feedback
about market changes all the time and are often
trying to support shops to meet these demands. This
can be working on reduced carriage bands for the
winter months or offering better, more specific
seasonal deals on our products which we offer
through our sales team. We have tailored our stock
levels through 2018 to offer the shops more options
and availability on service and workshop areas as we
have seen this to be an area of growth, and have also
offered some partnership deals to shops to allow
them to access better pricing on particular brands.
What are your plans for 2019 and beyond?
Our forecast for 2019 looks like it will continue in the
same vein to continue to grow areas that are in
demand: service and workshop. Although, recent
visits to exhibitions across the world have suggested
soft-goods could be due for a resurgence so we will
be adding to our ranges here to help support shops. n
“Our number of brands is at
the highest level in our history,
which covers more sectors and
disciplines than ever before”
Paul Elliot
Bob Elliot
www.bikebiz.com 
BBZ155.dist.indd 2
FEATURE
Extra UK
Stephen Hayes,
head of marketing
How has 2018, in general, fared for
Extra UK?
From a trading perspective 2018 it was
a split in two. The start of the year
was challenging as the bad weather took hold, however from the
second quarter of the year we experienced much more positivity
that became the trend for the rest of the year. The change in the
weather helped as consumers enjoyed the fantastic summer. Our
portfolio of brands within parts, accessories and nutrition gives
us the ability to find various opportunities when times are
challenging as well as when the sun shines.
What brands have you gained/lost, and what are your
thoughts/reasons behind these changes?
2018 has seen new brands come into Extra to boost the portfolio.
Firstly, Absolute Black came on board with their oval chainrings
for the road, MTB and gravel markets. We have seen exciting
growth in the brand from a standing start. Consumers are
understanding the benefits of going oval to upgrade and improve
performance, efficiency and comfort at the same time. Secondly,
we introduced the lubricant brand Squirt that complements our
offering in this category with a strong range of waxed lubes that
stays clean, lasts longer and extends drivetrain life. Best of all
they are 100 per cent biodegradable.
Brands aside, have there been any major developments for
Extra throughout 2018?
Extra has developed significantly this year with the introduction
of new members of staff that have grown the team with expertise
in both sales and marketing. We have now a head of marketing,
head of brands and we have boosted areas sales and key account
manager positions. In addition to this we have moved into
refurbished offices that expand the space we have available to
grow further and house new meeting and display areas for brands
and dealers to view and experience our products.
To what extent are you supporting IBDs, and how has this
changed throughout 2018, if at all?
We are continuing to support IBDs through our team of dedicated
area sales managers who are on hand to assist along with a
support team in Wellingborough who help with account and
technical queries. We also have plans to improve the B2B website
with many more accessible features going forward. We have also
developed our point of sale and product literature during 2018 to
assist in the selling of our product in store.
December 2018 | 23
22/11/2018 11:18
Save the date
7 1
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–2 2 0
9 Januar y

Over 250 brands at the

biggest ever COREbike

Bike retailers can register now at corebike.co.uk Sunday 27 - Tuesday 29 January

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We have also invested in dedicated digital
advertising linked to dealer locators to
encourage consumers to visit their IBD. It
goes without saying that the retail landscape
in general is changing rapidly and this in
turn affects the cycling industry. New
concepts that can provide benefits to the
consumer and the IBD are welcome. Today’s
marketplace is more and more competitive
so any new concept needs to stand out and
communicate its advantages effectively in
order to cut through.
What are your plans for 2019 and
beyond?
We have further changes and developments
planned for 2019 with further staff and
brand additions to be announced soon. We
are very proud of our brand portfolio but
there are still areas where we can add value
to the market whilst complementing what
we already have. From a marketing
perspective we now have the increased
manpower to push the benefits of more of
our products into numerous areas with
traditional activity but also new ones too.
2019 is sure to be another exciting year for
Extra UK. n
www.bikebiz.com 
BBZ155.dist.indd 3
FEATURE
i-ride
Adam Glew, ecommerce
and marketing manager
How has 2018, in general, fared for i-ride? 
We have really concentrated on our core offerings and there have been
some great successes this year, for example, our Northwave shoes rose
by almost 20 per cent with a very strong collection, and so did sales of
our Bkool trainers. We are specialists, most of our brand portfolio is of
premium branded products, and so most of our core client dealers are
also specialists and it is this complementary aspect that we have been
communicating and supporting them with this year. Our focus has
always been on service, so we have continued to prioritise this aspect
of the business, and at the same time concentrating on supporting our
dealers by encouraging them with activities such as bike fitting, which
we believe is a vital tool for dealers to attract and maintain customers
visiting their store.
What brands have you gained/lost, and what are your thoughts/
reasons behind these changes? 
This year we introduced some new niche brands like SeaSucker racks
which have been very well received. They have some really cool,
innovative products and it’s a range which complements our existing
portfolio really well, as it’s technical and desirable, whilst our own ORRO
brand which we develop in-house continues to experience strong growth.
I am really proud of the work our guys here are doing on this as we
approach the development in a very innovative and unique way, pulling
on many of the leading technologies which we are very good at here in
Britain, and concentrating on quality and performance.
Brands aside, have there been any major developments for i-ride
throughout 2018?
During the first part of the year, our new B2B website was launched.
This has been a major investment for us and a huge step-up in the
modernisation of our service. We believe our new B2B is a state of the
art, market-leading tool and will lead to us providing a better and more
efficient service to our dealers. At the same time, during those difficult
trading months, we took the opportunity to completely overhaul and
modernise the business. We invested in a new team of brand specialists,
our own direct employees out on the road visiting dealers with a
different focus, which is now more about developing better business
relationships, training on the product ranges and encouraging more of
our dealers to come and visit us down here in Ditchling. We have also
invested in more customer service staff. We really believe that the future
for us is about providing increasingly higher levels of customer service
and support, for example, if a dealer is considering investing in a range of
Fulcrum wheels in-store over another brand, they should do so in the
knowledge that they will be supported by a team of technical service staff
they can call on easily in our service centre for the UK.
December 2018 | 25
22/11/2018 11:18
 01772 459 887
t.co.uk
www.bob-ellio

ine
@BobElliotOnl

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To what extent are you supporting IBDs,
and how has this changed throughout 2018?
It’s key for dealers to stress their strengths for giving
specialist advice and service to their customers - that
is why customers will keep coming back. So we have
stressed the importance of bike fitting and we
arrange for our BikeFit guru, Paul Swift, to come
over to the UK twice a year to give training down
here at our offices in Ditchling. And we are fully
aligned with our dealers in this respect, they are
specialists and we are specialists, all our products
are premium in nature. So commercially, we stress
the strength of the portfolio through our elite
programme, which has been specifically designed
to support our dealers. In basic terms, the more
products from our portfolio that a dealer stocks
in-store, the more support we can give to our elite
dealers through things like better margin,
payments terms, marketing support etc. We also
develop programmes to assist our elite dealers to
have some high-value product in a range to be on
display in their shop, which may otherwise be a
large upfront investment, for their customers to
actually see and feel and hence they are more likely
to make a sale than lose that customer elsewhere.
What are your plans for 2019 and beyond?
For 2019 we have some exciting new brands
coming in to expand the range of our portfolio
which we will be announcing in January around the
time of the Core show, plus also some exciting new
developments with our ORRO range. We will also
continue to invest in more modern processes and a
move to new premises with dedicated training
rooms and detailed one-on-one product
presentations. However, much of next year will be
about continuing with our fundamentals of trying
to provide our best possible service and advice to
support our dealers. n
“We believe our new B2B is
a state-of-the-art, market-
leading tool and will lead to
us providing a better and
more efficient service”
Adam Glew
i-ride
www.bikebiz.com 
BBZ155.dist.indd 4
FEATURE
Raleigh UK
Pippa Wibberley, managing director
How has 2018, in general, fared for Raleigh?
Our distribution business has been on an exciting
journey this year so the story is super positive for
us. The Raleigh UK team’s dedication to offering a
‘Best in Class’ service proposition has allowed us to
offer an industry leading 9pm cut off for next day delivery and we have
implemented a live chat service on our B2B so offer another level of support to
our IBDs.
What brands have you gained/lost, and what are your thoughts/
reasons behind these changes?
One of the biggest brand wins for us was the exclusive distribution agreement
we secured with The Saris Cycling Group, allowing us to distribute Saris,
Cycleops and Powertap in the UK. Alongside The Saris Cycling Group, we also
won exclusive distribution agreements with Bont and Supacaz. Agreements
like this are really important for our business as it ensures we’re offering the
UK’s IBD network the best brands on the market from one place, reinforcing
our ‘one stop shop’ solution. We’ve also seen great growth with our in house
XLC brand as it really delivers and works hard for the IBD. Not only does it
offer an endless aftermarket sales opportunity, but as a lot of the parts are used
on our bikes, it allows servicing and warranty queries to be easily resolved by
replacing parts with like for like. The easy to install and manage meterage point
of sale solution we offer has also been well received and allows a consistent
display in store.
Brands aside, have there been any major developments for Raleigh
throughout 2018?
2018 has been a continuation of our aim to lead the UK bicycle distribution
market with great brands, excellent availability and the best service. We have
achieved so much in such a short space of time! As previously mentioned our
industry leading cut off for next day delivery puts us way ahead of the rest, and
the work we have done both on a group and regional level to improve
availability has paid dividends this year.
To what extent are you supporting IBDs, and how has this changed
throughout 2018, if at all?
As a business, we constantly strive to make sure we offer a best in class service
for our IBDs, ensuring their experience with us is as positive and efficient as
possible. Our industry leading cut off times for next day delivery means that
stores can order late into the evening and receive their order ready for the next
trading day. We know many of our customers just don’t have the shop floor
space or storage to keep a large amount of stock, ensuring they have total
flexibility ordering from us makes life a lot easier for them.
Our click and collect option on Raleigh.co.uk has been a proven success for our
IBDs this year, with increased consumer footfall into stores and additional
December 2018 | 27
22/11/2018 11:18
 FEATURE
aftermarket sales as a result of the
increased footfall. The combination of
this with our partnership with the
Caravan and Motorhome Club is
making a real positive contribution to
our retailer partners’ businesses. It is
so good to get the feedback from them
on the positive impact it is having. Our
customers are seeing people walking
through their door and spending
money who would not ordinarily have
shopped with them. That is what we
have been pushing for so it is really
great to see our hard work deliver. As a
business, we’ve worked tirelessly
throughout 2018 to increase
availability across all ranges to further
support the ‘one stop shop’ offering,
and to ensure that what our IBD stores
need to trade successfully, we can
provide them.
What are your plans for 2019?
For 2019, we want to take the big wins
we had in 2018 and further enhance
them. For example, our B2B site will
see new improved functionality to
offer upgraded usability for our
dealers. Our service proposition will
continue to develop, keeping IBDs at
the heart of what we do and ensuring
we make the running of their stores as
easy as possible. Enhancing both our
product and brand portfolio to
continue offering the best range for
IBDs will remain a key priority for our
P&A arm of the business. n
“Our customers are seeing
people walking through
the door and spending
money who would
not ordinarily have
shopped with them”
Pippa Wibberley
Raleigh UK
28 | December 2018 www.bikebiz.com
BBZ155.dist.indd 5
ZyroFisher
Martin Hawyes, head of marketing
How has 2018, in general, fared for ZyroFisher?
Overall 2018 has been a successful time for ZyroFisher, we have
implemented various initiatives both internally and externally
that are coming to fruition for us now and we’re seeing positive
signs from these strategies for both us and our dealer base. We
are all aware it hasn’t been an easy year for the cycling industry. For ZyroFisher this means
we have to constantly evolve in order to meet and then exceed the changing needs of our
customers, but this has been done in a very considered way to ensure we deliver growth, both
for the business and for our customers. We are all witnessing a pivotal time in retail and media
consumption, and as shopper habits change we are always mindful of how we support our
partners and our brands in the most comprehensive way possible. This isn’t easy, but we
constantly evaluate what we’re doing and try to maintain a certain level of agility to ensure
we deliver the best possible solutions.
What brands have you gained/lost, and what are your thoughts on those changes?
At ZyroFisher we are very fortunate to be partnered with the best brands, our portfolio is
extremely strong and we are very lucky to be able to offer so many fantastic opportunities for
our customers. But we don’t like to stand still, so as always there have been numerous
additions to the portfolio in 2018 such as Evoc, GT85, NiteRider and WD-40 Bike. We regularly
hear from brands that identify with our IBD centric mentality, which continues to resonate
with all involved. We have replaced brands this year to ensure we continue to work with brands
where our goals are aligned in supporting the IBD. We are constantly focused on the changing
retail market dynamics. We have to be aligned with our brands to ensure we support IBDs and
to help them remain relevant for years to come. We will continue to add exciting brands to our
portfolio in 2019 which will make our proposition to IBDs even stronger.
To what extent are you supporting IBDs?
We believe our IBD support is second to none. We understand the fight is real out there and we
have numerous support programmes, brand initiatives and platforms in place to equip dealers
in the best possible way to remain on the high street. By example, we launched our Sram
Platinum Partners several years ago now, and as a tool it has helped dealers negotiate against
the loss of business purely on price. More recently, in 2018, we have launched a microsite
programme to support brand stockists. With Evoc we have launched a microsite, a bike bag
hire initiative and a digital support programme that then directs interested end users to their
closest Evoc stocking IBD. This then allows them to hire a bike bag for their next cycling trip
away. If you consider the marginal gains rule in terms of our support programmes, as these
initiatives combine they’re providing more and more commercial benefit. Our OTIF’s are
impressively high, our logistic arrangements for everyday ordering epitomise our commitment
to the IBD with a 6pm order cut off and the ability to place your first order every day with
ZyroFisher carriage paid regardless of value. If you need it and we have it, we’ll get it out to you.
What are your plans for 2019 and beyond?
We have some very exciting plans. A key thing that will be different next year will be the way we
attend some of the larger events and the way we market our top tier brands for our stockists.
You will start to see some of this very soon over the coming months. Beyond that, ZyroFisher
has a very clear strategy that we remain on course with. We will continue to focus on delivering
new opportunities and improving the level of ongoing support for our partners. n
22/11/2018 11:18
 P R O G R A M M E

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 What next for
UK cycleways?
Laura Laker peruses a previously unpublished
document that reveals plans for an HS2 Cycleway
G
overnment plans for a ‘world-
class’ national cycleway stretching
the length of the HS2 railway
line, which remained hidden for more
than two years, were finally revealed in
October. The Government-commissioned
report detailed a cycleway of unprecedented
ambition throughout England, linking
communities up on a more than 1,000-
mile route, in an enormous Y-configuration
from London to Manchester, Liverpool
and Leeds.
This national cycleway would link six
cities, 40 towns, 200 smaller settlements,
276 mainline rail stations, two areas
of outstanding national beauty, 76 air
quality management areas (areas set
to miss air pollution reduction targets),
and numerous places of business.
Benefits could range from tourism,
to congestion busting, health and air
quality improvements, to public realm
and high street regeneration.
The report’s authors, Royal Haskoning,
co-founder of Sustrans, John Grimshaw,
and highways engineer, Phil Jones, of PJA,
drew up design standards that they hoped
would set a high bar for the design of future
cycle routes across the country.
However, BikeBiz understands the report
was not published for fear it would put
pressure on Government to fund the route.
30 | December 2018
Given the return on investment for cycling
infrastructure ranges from £5.50 to £35 per
£1 spent, and HS2 has an ROI of just £1.47
per £1, the national cycleway could be the
single biggest benefit for communities
severed by HS2.
HS2 made a legally-binding commitment
to Cycling UK it would ‘cycle proof’
crossings along the route, but has since
been accused of back-pedalling on those
commitments. Adding cycling and walking
“Overall, this
capacity on bridges and tunnels now
Budget fails to
comes with a minimal cost. Retrofitting
infrastructure afterwards, meanwhile, would
provide sufficient
be so expensive as to be impossible. Without funding for rural
such links communities will be unable to communities and
cycle safely around much of the rail line. small towns”
The report outlined 12 ‘pathfinder’
schemes, routes that could have been Duncan Dollimore,
delivered by next year, that had work started Cycling UK
when the report was published. In the
meantime, Grimshaw has managed to
fundraise, negotiate and deliver the first, the
Waddesdon Greenway, a four-kilometre
route in Aylesbury from Waddesdon to
Wendover, opened in September.
Advocates argue the Government-
owned HS2 Ltd should be required by the
Department for Transport (DfT) to deliver
infrastructure for the cycleway, by adding
extra width to bridges and tunnels, and
wide paths on roadsides.
www.bikebiz.com
 FEATURE

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www.bikebiz.com December 2018 | 31


HS2 would deliver cycling infrastructure if required to by the
Government, which begs the question, why isn’t the DfT
requiring HS2 to deliver the cycleway as part of its community
benefits? Even if the route isn’t delivered now, at least there
will be the option to complete it in future.
What does the budget mean for the cycling sector?
You have to look quite hard to find cycling in this year’s
Autumn budget. Campaigners have criticised the Government
for once again ignoring calls to invest five per cent of its
budget in active travel, and Cycling UK says this budget
overlooks cycling in rural areas. The charity’s Duncan
Dollimore says money is “disproportionately ploughed into
motorways and highways which make up two per cent of our
roads network.
“Overall this Budget fails to provide sufficient funding for
rural communities and small towns, with the focus on our
larger cities and the major road network.” The following
aren’t solely cycling funds, but are ways councils can apply for
funding for cycling and walking.
So, where is the money? In a nutshell, this is the roadmap to
the various squirrelled stashes, from which canny councils
may be able to extract cycling-shaped nuggets. The DfT says
its Roads Investment Strategy is “bound to include dedicated
funding for cycling”, but the details haven’t been published
yet. Transforming Cities Fund (£680 million): £240 million for
‘significant transport projects’ in six English metro mayor
cities, and £440 million for city regions shortlisted for
additional ‘competitive funding’, to be announced.
A £675 million Future High Streets Fund, to improve access
to high streets and town centres, which could include cycling
and walking infrastructure.
A £90 million ‘Future Mobility Zones’ (part of Transforming
Cities), to include trials of “new transport modes, services
and digital payments and ticketing” and, possibly, e-bikes.
£150 million for local authorities to improve junctions,
as Dollimore put it: “This could be good news, but it
highlights the pressing need for the Government to publish
its new design standards. This will ensure the funding is
not wasted on schemes that disadvantage pedestrians,
cyclists and other vulnerable road users, and will instead
benefit the local community.”
A £420 million pothole and local roads fund – definite
benefits for cyclists, who are disproportionately at risk
of serious injury and death from poor road surfaces, but
Cycling UK says the Government should adopt a “fix it
first" policy, rather than patching roads when they’re
already badly damaged. In October (pre-budget) the
Government also announced a more specific cycle fund, £3
million for Sustrans to work with Highways England, which
runs, builds and maintains the UK’s main road network, to
improve National Cycle Network crossings and connections.
32 | December 2018
FEATURE
By 2020/21, the
Government says 200
schemes, worth £100
million, will be on the
ground, 80 of which
have been built already.
The problem with
putting cycle funds in
diverse pots of money,
without guidance
or, on the whole,
ring-fencing from
Government, is local
authorities will have to
be canny and motivated
to deliver cycling.
The problem is, those councils who don’t prioritise or are
unsympathetic towards cycling will not feel the need to chase
funding or to build safe cycling routes.
Local cycling and walking plans an opportunity for
the LBS, but only if funded
In 2017, a Bicycle Association-commissioned report revealed
the cycle industry is worth more than the steel industry. We
know shops are closing, like pubs, but could Government
policy help rejuvenate the local bike shop?
The answer is yes, if there is funding. Local councils are
now required by the Government to develop Local Cycling
and Walking Infrastructure Plans (LCWIPs), identifying areas
for cycling and walking improvements, and devising an active
travel network, prioritising areas with the greatest cycling and
walking demand.
The requirement was part of the Government’s long-
awaited Cycling and Walking Investment Strategy, and the
Government ambition to make cycling and walking the
“natural choice for shorter journeys”. However, campaigners
argue because there’s no funding for LCWIPs, cash-strapped
councils may see it as more work for no more money.
In June, cycling minister Jesse Norman said LCWIPs plans
developed with support from the DfT will be considered for
funding – when it’s available.
Effective LCWIPs could help the cycle industry, not least
the local bike shop. More cycling means more demand for
local bike shops, and the industry that supplies those shops.
However, LCWIPs need funding to build the network for
people to make local trips, and potentially longer leisure trips,
by bike.
At the moment, the number one reason people don’t cycle
is fear of traffic. A network of safe cycle routes, protected
from motor traffic, would remove this major barrier to cycling
– and help more people get on their bikes. Without funding,
though, it’s just a wish list. n
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125 years
of Magura
M
agura celebrated its 125th anniversary this year, a
significant milestone in any company no matter
how big or small. From the gear rack for steering
columns, still a symbol in the company’s logo today, to the
manufacture of electronics and high-tech synthetic materials
developed in-house, a lot has happened since it was founded.
Fabian Auch, fourth generation of the Magura owner family,
celebrated the milestone with employees from all around
the world, in a one-day party that took place in Germany
where it all started.
The company was founded by Auch’s great grandfather
Gustav Magenwirth, who was born in Bad Urach in 1866.
An apprentice and later employee of engine designer and
automobile engineer Karl Benz, Magenwirth became a
www.bikebiz.com 
BBZ155.magura.indd 1
FEATURE
Magura managing
director Fabian Auch
chats to Rebecca
Morley about the
company's heritage
and reflects on its
achievements to date
manufacturer of engines, hydraulic pumps and synthetic
materials as well as motorcycle and bike components.
He invented one of the milestones in the company’s
history, the straight-pull control lever blade for motorcycles,
which led to a cooperation with BMW in the motorcycle
sector that still exists today. Auch is now the managing
director in the family-owned holding, home to Magura and
electronic company Bebro, and has been in the company
since 2011. It was passed down to him from his father, who
had it passed down to him from Magenwirth’s daughter.
The combination of tradition and progress at Magura
is characterised by the fact that Magenwirth’s family home
is now used as the headquarters of the holding company
Magenwirth Technologies in Bad Urach.
December 2018 | 35
21/11/2018 10:54
 FEATURE

“E-bike is not
a hype, it’s a
real business”

Fabian Auch

Despite stepping back in the company, Auch’s father is on the

council and he is still a main shareholder. Auch himself has spent
the last seven years in several positions within the company and
he’s also involved in the electronics side, as he aims to learn a bit
more about each part of the business so he can make progress in
his holding position.
This tradition of each generation taking over to keep it in the
family is “typical Magura”, Auch says, even if it won’t always
continue in that way: “That’s the way my father did it when he
stepped into the company, but it’s not necessarily the only style
that’s possible.
“First of all, we want to continue the long history of the
company and also the tradition and the core values, we have done
that since the beginning. On the other hand, I think we’ll have to
change a little, depending on what the market is demanding, as we controls and composite, and when looking back over the last 125
have for 125 years. We want to stay in our core competence, which years, Auch says the changes and developments that Magura has
is components for motorcycles and bicycles, but you never know made over this time is a highlight in itself.
if there’s going to be another topic that pops up in the future that He says: “We can see the changes that we’ve made when we
we have to follow.” look back at the last 125 years and then compare it with the last
In 1957, Magura took over a synthetic materials injection few years. One thing for sure is that the changes are getting faster
moulding shop for the development of its own products and and faster and it affects us more in a shorter space of time. I think
designs. Today Magura produces in the state-of-the-art factory in that will continue, especially now with e-mobility.
Hülben, where the Carbotecture and Carbotecture SL materials “E-bike is not a hype, it’s a real business, and we can see the
are developed and manufactured in-house. growing businesses for the future, with e-MTBs and e-cargo bikes
At the Hengen plant, 130 employees produce bicycle brakes, and whatever else comes up there. There is a lot of discussion
motorcycle components and industrial parts. Magura now divides about the commercial e-bike applications in the cities and all
its business activities into four segments: bikes, powersports, these transportation forms, whether it will be two wheels or three

36 | December 2018 www.bikebiz.com

BBZ155.magura.indd 2 21/11/2018 10:54


“The biggest highlights in
the last 25 years have been
the hydraulic wind brake and
the hydraulic disc brake”
Fabian Auch
wheels or four wheels, and they will all need to have a good break
and that is our chance.”
Even with motorcycle components, Auch wants to cover all
mobility solutions, including the components that already exist
and the ones that will exist in the future, as he says: “Since 1923
we have been the supplier of BMW motorcycles, which is also one
of our core competencies. The electronification is going to start
soon and I think that’s going to happen very quickly, so you have
to take your decision on which direction you want to take.”
Auch says that roughly every 25 years, Magura has had to
drastically change in the business: “Gustav started with
motorcycle components, and then the business grew and so
did motorcycles, especially in Germany.
“And there was a time when these vehicles went down a little
so Magura had to change, and then we became the supplier for
Volkswagen. This business took another ten years and then we
had to change again, and then finally in the 1980s we came into
the bicycle business with the hydraulic wind brake.”
Over the last 30 years, Magura has transformed itself from a
newcomer in the bike sector with the development of the first
hydraulic bicycle brakes in 1987 to a technology leader in the
industry: “We came up with the hydraulic disc brake, and since
then the bicycle is now the biggest part of the business. I think the
changes that we had to make and also the success that we had in
these changes is a highlight in the history”, Auch explains. “Right
now we are in motorcycles and bicycles so the next phase will be
e-mobility solutions.”
www.bikebiz.com
BBZ155.magura.indd 3
FEATURE
Magura has created innovative ideas for e-mobility and is
continuously developing existing components such as an
electronically-controlled seatpost. In 2016, the wirelessly
adjustable seatpost, the Vyron Elect, became a highly successful
product on the cycle market, and since 2017 Magura, ZF
Friedrichshafen and other companies have combined their
strengths in a joint venture to promote e-mobility, providing
technological impetus in a key future market. The common goal
is to develop, manufacture and sell products to support growth.
Auch says: “I think the biggest highlights in the last 25 years have
been, on the bicycle side, the hydraulic wind brake and the
hydraulic disc brake. More recently, we also came up with the
Vyron seatpost. At the same time, we also grew in the motorcycle
components, with the clutches and brake systems, especially
for BMW, so product-wise those have been the highlights.
“I think that’s going to be the direction that we’re going to
continue with, whatever comes up as a component that fits this
portfolio. We are open to finding new ways, new components and
new solutions for our partners to help them become part of the
mobility world.”
The importance of e-mobility for Magura is shown by the
company’s numerous innovations and products in recent years.
Together with Bosch, the first ABS system for bike brakes was
developed and it has been available on the market since 2018.
Bosch supplies the control system, and Magura supplies the
knowledge and technology for the brakes. To celebrate 125 years
of Magura, the company released an anniversary brake that has
been produced as a special edition in wooden packaging, with the
anniversary logo engraved on the master and caliper. The MT1893
was made as a limited edition only for the aftermarket.
Magura also hosted a huge one-day party, where there was a
total of 726 employees from around the world in one place to join
in the celebrations. “We did two parties, one was a party for our
external guests, and then we had a party for all the employees, not
only for the German part of the company but for the worldwide
organisation”, Auch says.
“It was good for everybody to meet and that was our target - to
bring together all these people that know each other maybe by
email, telephone or Skype but have never actually seen each other
face to face”, he says.
“We had 82 employees from Magura Asia over here in Germany,
and they knew how to party. That was the fun, to be able to
celebrate, talk and spend time with them. We had people from the
US, Germany and other European countries, and we had a really
good time and it was also a chance to come closer and to get to
know the company team.”
Looking to the future, the company aims to continue for another
125 years at least. “That is one of our long-term goals, to keep
the company going for the next generations,” Auch concludes.
“We don’t know how we’re going to do that exactly, but we all
know we want to do it. That’s going to be one of my tasks for the
next few years and decades, to be part of that continuation.” 
December 2018 | 37
21/11/2018 10:54
Ison-bikebiz-Dec-181121.indd 1 11/20/2018 3:08:22 PM

Catching up with
Moore Large
How has 2018 been – what were the highs and lows?
Were there any surprises in the year for you?  categories and product assortments usually means that
2018 has seen a significant increase in additional retailers
purchasing from us, with more than 75 new retailers making
a significant investment, in terms of shop space, for Tern
and Forme alone. Our business has also experienced a
strategic and structural change over the last year which
has notably seen consolidation across our bicycle division
portfolio for the bicycle reps, enabling them to fully focus
on three brands: Forme, Tern and Cuda. We have recently
added WTP to its portfolio too, which is starting to gain
some good traction with historical Haro accounts as well
as additions for WTP.
There were not any major surprises as far as industry
trends or patterns were concerned this year as we have
already proactively adapted to a changing marketplace.  prior to becoming its distributor, but it has arguably become
Within our IBD division, we have taken a strategic approach
to selling, and don’t go direct to the customer, via click
and collect or home delivery, to protect our retailers. This
strategy is the polar opposite to many companies, and means
our retailers can invest in our products with confidence.
www.bikebiz.com 
BBZ155.laura2.indd 1
INTERVIEW
Moore Large’s Adam
Biggs reflects on a
challenging year in
the cycling industry
A major advantage to being a distributor of so many
if one sector is down, another is up, so this always helps us
to remain in a stable, cash-rich position which in turn gives
our customers the confidence to continually invest in us.
Similarly, which brands or products performed
well? Any unexpected, or indeed predictable trends
that emerged?
Forme is a major part of our future development and
security so we did expect to see strong year-on-year
growth here and we are on the right track as the brand
continually evolves.
The major high, and a pleasant surprise for the year,
has been with Tern. We knew Tern was a fantastic brand
one of the best brands we have ever worked with. The
product development and learning over the last few years
has eventually come to fruition for them, so when this is
combined with the strong sales effort and back support
offered by ML I suppose it was destined for success!
December 2018 | 39
21/11/2018 10:44
 INTERVIEW
Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
The majority of the UK’s largest retailers are stocking the brand,
with the major success story being Tern’s electric folding
commuter bike, the Vektron, and its do-it-all cargo bike model,
GSD (which stands for Get Stuff Done).
We have recently launched a brand new collection of Cuda
Junior bikes too, which are performing exceptionally well and
collectively offer the most comprehensive range of junior bikes in
the marketplace, covering most categories from entry level
balance bikes to premium road, race BMX and full suspension
MTBs. The bikes look exceptional and have seen some excellent
commitment from over 200 dealers nationwide.
What’s in the pipeline for 2019? Any big plans?
Forme will launch around 30 new models for 2019 across Road
Adventure, Junior, Cyclo Cross, e-bike and MTB, in our quest to
become the largest British multi-category bicycle brand. Tern
also has some show-stopping new products in the pipeline that
cannot be revealed until the new year – keep an eye out for those.
For Tern, we are looking to select around a dozen stores across
the country to work with as selected partners to become Tern
Corner Stores. These will be a store-in-store type retailer,
providing us with the very best visual brand presence and a place
customers can test ride and view every series within the Tern
range. Corner Stores will get full branding and merchandising,
demo day support and the highest level of support, margin and
terms on offer.
40 | December 2018 
BBZ155.laura2.indd 2
We are working on a new project at present to offer the very best
digital support for our retailers. Furthermore, the lion’s share of
our marketing and promotional spend will be geared towards
boosting our brand presence in store to give our consumers the
very best online and in-store shopping experience.
A major addition to Moore Large products was Tannus
Tyres; what were the motivations behind that deal and
how do you see the brand evolving?
With the cycling infrastructure constantly changing and evolving
here in the UK we have been on the lookout for new products and
categories to reflect those changes. This motivated us to take on
Tannus, and through our extensive dealer base we can expand its
presence here in the UK. Exciting things are coming soon from
Tannus and if you were lucky enough to attend the NEC Cycle
Show you may have had a sneak peek of a few of the new models.
A major loss was Haro Bikes, who you had a partnership
with for 24 years. You immediately added WeThePeople,
Radio and Salt. Tell us a bit about that.  
We had a long and successful relationship with Haro, but as the
BMX market continuingly evolves, brands need to also drive
progression. We have always admired WeThePeople and what it
brings to BMX. It is the number one brand in that sector and has
been our main competitor for many years having such strength
and depth to the brand. We are delighted to be working with
www.bikebiz.com
21/11/2018 10:44

WeMakeThings to bring WeThePeople, Radio and Salt into the
UK, and believe we now we have the strongest offering of BMX
products in the marketplace, with WeThePeople continuing to
be the number one brand, Radio launching into a new chapter
with the expansion of its already great offering, and Salt/
Saltpus delivering all the components every BMX’er needs!
You also added Guee, a company specialising in handlebar-
mounted technology, in February. Could you talk about
that?  range of long-travel bikes from Enduro, the Polygon Siskiu
We were delighted to launch our partnership with Guee this
February, introducing its range of innovative Cycling Solutions to
our customers. Receiving a warm welcome from those customers,
Guee has proved a popular addition to our portfolio.  With some
exciting additions to that range on the horizon for 2019, we are
looking forward to witnessing the growth of this range of clever,
well-made products.
Now we’re a way into negotiations, do you have an idea
what Brexit will mean for you as a company, and your
brands – has a clearer picture emerged of the challenges
and opportunities that lie ahead? 
ML has been in constant discussions with its European suppliers
and are confident that that irrespective of the type of Brexit
agreement reached , we will enjoy secured supplies, and as always
ML carries very good stocks of all our ranges.
www.bikebiz.com 
BBZ155.laura2.indd 3
INTERVIEW
“Exciting
things are
coming soon
from Tannus”
Adam Biggs
Geared Show is Moore Large’s in-house trade show,
which you took on the road to Perth, Scotland, this year.
Can you share your highlights? What are your plans for
next year’s event?
The company has run its trade show in one form or other for
every one of its 44 years. We made our return to Scotland this
year with the travelling geared show showcasing new additions
to our impressive portfolio.
Products that most caught the dealers’ eye were the new
N series, and the new 2019 WeThePeople BMX bikes range.
It’s so important that we make time to take the products
to the dealers in Scotland, and they always reward us by
taking the time to attend. The friendly, laid back atmosphere
of the Perth race course venue makes it a real pleasure to
exhibit at. n
“We knew Tern was a fantastic brand
prior to becoming its distributor, but it
has arguably become one of the best
brands we have ever worked with”
Adam Biggs
December 2018 | 41
21/11/2018 10:44
Fantastic opportunity for young
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marketing skills” to take over.

The product, made for cyclists, is designed

to be waterproof, protective and damp proof.
Lowings said it is a unique, “superior and
cheaper to the market leader Ortlieb”.

The idea for Bikebins stemmed from Lowings’

solo bike ride from Exeter to Vladivostok
in 2006, as he was unimpressed by the
performance of pannier bags. It has a small
but loyal fan base, steady sales and profits
and has no debt.

For further details on this great business

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samlowings@hotmail.co.uk or call him on
01722 714299 or 07955604323

The rise of the
bikepackers
If cycling wasn’t hard enough, a new
ultra-tough hardcore has developed
on the fringes – and is growing
rapidly, writes Alexander Michael
B
ike racing is not an easy sport. This much cannot
be disputed. The Tour de France maintains its
reputation as the toughest sporting event in the
world, covering 21 days of sprinting, climbing and breaking
away over 3,500 kilometres (2,200 miles) every summer.
Even the man credited with the Tour’s founding, Henri
Desgrange, opposed any advance that made racing easier
– the derailleur for example, about which he says: “Isn’t
it better to triumph by the strength of muscle? We are
getting soft.”
With a love of cycling often follows a pursuit of beauty
and the brutal in equal measure, an instinct that is driving
some to find further tests of mental and physical strength.
www.bikebiz.com
FEATURE
There is a phenomenon on the fringes of the cycling
world that is threatening to move into the mainstream
in an unexpected way - known as either bikepacking,
adventure cycling, or ultra-distance riding - and it’s
open to everyone.
In tune with its many names, this subgenre of bike
riding takes on almost infinite variations, from weekend
warriors touring out to the countryside near their homes
and camping under the stars in a bivouac, to 2,400-mile
unsupported battles through the European wilderness.
One of the people who has found himself embroiled
in this fledgling counter-culture is Ian Walker, an
environmental psychologist who lives in Bristol.
December 2018 | 43
FEATURE
Walker has only taken to ultra-distance bike racing in recent
years, but found himself enamoured with the discipline.
The 44-year-old says: “I got into it entirely through running
really. I was doing ultra-distance running until a couple of
years ago, almost exactly two years ago and I’d been doing
fairly well at that. Not winning things but putting up solid
performances, usually finishing in the top ten per cent in
most races I had a go at. Then I saw the Transcontinental
and there was something about it that grabbed me.”
The Transcontinental (TCR) is the most famous of
ultra-distance races and is seemingly at the forefront
of the scene. First held in 2013, TCR is a bike race born
out of purity and simplicity. Held across continental
Europe in one single stage, with no support and no
predetermined route, riders are free to ride however
they choose. Walker, a senior lecturer at the University
of Bath when not riding his bike unimaginable distances,
says: “It genuinely scared me. When I got a place, it was
genuinely this feeling of nervousness at doing something
quite so unknown, but something so amazing. It was life-
changing and all the clichés that go with it. What’s nice
about it is aspects like route-planning, everything about
it comes together into this really perfect race.”
After completing his debut TCR in 2017, Walker went
on to race in the TransWales and North Cape 4,000 events
in 2018, winning both.
44 | December 2018
When asked why he loves this side of the sport, he says:
“The obvious answer is that I found I was quite good at it!
One of the things that appeals is there’s more than one way
to be good at it and more than one way to win.
“You could win by being a fast rider. You could win by
handling sleep deprivation. You can win by being a really
good problem solver. You can win by just being really tough.
They all play along and are all in this sliding balance. I think
the fact that there’s more than one way to win the race
for me is the one thing that makes it really exciting.”
As you might expect, such demanding events require
something special in the kit being used. Reliability takes
precedence over all other considerations - your kit can’t fail
when you’re camped in a European woodland 100 miles from
the nearest LBS. On how he shops for kit, Walker says: “Kit
is so important when you need it and not important most of
the time. I think a reputation for reliability is something I’d
be quite interested in. In terms of the actual kit itself, I’d be
thinking about waterproofing quite a lot. You don’t want kit
letting you down in the middle of nowhere.
“It would be lovely if there were some shops that specialised,
because pretty much everything you have to end up getting
through online ordering. Of course then there’s a lot of holding
tape measures up to your frame and trying to decide which is
the right size. If there was somewhere to go and stick frame
bags on your frame, that would be amazing.”
www.bikebiz.com
 FEATURE

“It would be lovely if

there were some shops
that specialised, because
pretty much everything
you buy ends up being
through online ordering”

Ian Walker

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www.bikebiz.com December 2018 | 45

 WIRELESS CONTROL
THE NEW CONNECT DRIVE WIRELESS SYSTEM
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• Quick-action, two button switch wirelessly controls front

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• Front - Max 800 lumens / 8hr 45min Day Flash mode.

• Rear - Max 150 lumens / 3hr 15min Day Flash mode.

• Multiple modes, eight front and eleven rear.

WIRELESS BAR SWITCH • Memory feature, returns LED to the last mode used.

PROUDLY DISTRIBUTED BY UPGRADE BIKES LTD | UPGRADEBIKES.CO.UK | 01403 711 611 | WWW.LEZYNE.COM

In reality, ultra-distance cycling is not a new spectacle in
the cycling world. Professional riders would cover colossal
distances in one-day races almost since the creation of the
bicycle, including the 350-mile Bordeaux-Paris and the
750-mile Paris-Brest-Paris. Even the Tour de France featured
terrifyingly long stages, including a 300-mile stretch during
the 1919 Tour.
But as the UCI introduced limits on the length of races,
ultra-distance cycling entered a new phase, one that is open
to everyone. On whether he had sensed growth in this side
of the sport, Walker says: “If you look at TCR, it went from
being a small number of people and everyone who applied
got a place, to being oversubscribed. There are new races
and equipment manufacturers cropping up. It feels healthy.”
The growing popularity of ultra-distance cycling,
adventure riding and bikepacking has not gone unnoticed
in the industry. British premium clothing brand Rapha
has expanded into the adventure market hugely, releasing
bib tights, shorts, jerseys and even a sleeping system
geared towards the intrepid. Along with a new range,
Rapha’s delve into the unknown includes a return to the
professional peloton with the EF Education First-Drapac
WorldTour team, complete with an ‘alternative calendar’
of cycling events.
www.bikebiz.com
FEATURE
This selection of standout events will see professional riders
from the EF team taking on ultra-distance events like the
Three Peaks cyclocross race and the TCR. Rapha says it
carried out extensive research and found that cycling needed
to do more to bring out personalities, hence the alternative
calendar. Whether this can save the brand from a recent
slump, which resulted in redundancies and cost cutting,
is yet to be seen.
Elsewhere in the world of professional cycling, adventures
have been making headlines. This summer Irish national
champion Conor Dunne and American Larry Warbasse set
off on their ‘No Go Tour,’ a 1,140 kilometre jaunt through
the mountains of southern Europe over eight days.
The pros set off without a destination or contractual
obligation after the collapse of the Aqua Blue Sport team
that had sponsored them before it folded suddenly in
summer. Offering up daily updates via video and photos
on social media, the pairing gave fans and the industry
an insight into a challenge that was purely for the love
of cycling.
Hot on the heels of that epic ride, Belgian professionals
Thomas De Gendt and Tim Wellens set off for one last test
of the season, riding 1,000 kilometres home from their final
race of the year in Italy to Flanders in Belgium.
December 2018 | 47
FEATURE
“We talk about bikes
and go to trade
shows, but really it’s
a hobby and we do it
because we enjoy it”
Nathan Hughes
The Lotto-Soudal riders spent six days trekking across the
European mountains after finishing the final Monument
race of the year, Il Lombardia. De Gendt and Wellens say
they weren’t inspired by Dunne and Warbasse and had already
been planning their ride. Able to finally enjoy nature along
the way, the pair rode without the pressure of a hulking
peloton chasing them down.
One of the brands riding this wave is Leeds-based
manufacturer Restrap. Established in a back bedroom with a
single sewing machine by managing director Nathan Hughes in
2010, Restrap offers baggage for every kind of cyclist, including
those lost in the wilderness. Hughes says: “We started out
producing straps from recycled car seat belts, hence the name
Restrap. With the growth that we’ve had, our interests shifted
a bit more into luggage as well. We’ve grown to produce
everything from on-body bags to on-bike bags.”
But at the business end, has Restrap seen a rising tide on the
adventure side of the sport? Hughes says: “There’s been a big
growth in the adventure cycling side of things. There’s
generally been a big growth in just people carrying luggage on
their bikes. There’s definitely a mind-shift in people realising
they can use their bikes to get to work but they can also go on
holiday for a couple of weeks and cycle across the country. I
would say we get a bit more of an educated customer around
cycling. Generally when they come to us they know a bit about
bikes and a bit about luggage already.”
Of course to hold on to customers who value reliability
above all else, you have to take a different approach - products
need to be built to last in all conditions. On Restrap’s
philosophy, Hughes says: “There are a few things we do a little
bit differently. The first one is a lot of our systems - we make
things as easy as possible to fit on the bike and take off the
bike. The great thing about 90 per cent of our products is they
will fit any bike, so you can buy one set of luggage and if you’ve
got multiple bikes you can put them across the range.
48 | December 2018
“The other thing is how we build the products. Generally,
with touring, it’s been about weight for many years. But we
have the aspect of building stuff to last, which is a little bit
different to some of the people out there. We’ve taken all the
manufacturing in-house, so we have a little bit more control
over the quality, which gives us a big difference as well.”
While catering to the experienced adventurer, Restrap is
working to make its products accessible, to get as many people
out on the bike as possible. Hughes says: “Our main aim is to
try and make it a bit more inclusive to everyone. The one thing
we really aim to do is get your standard person on a bike with
some luggage and say you can go away for a weekend. You
don’t have to be riding at 25 miles per hour to get across the
country in the fastest time.”
After forming eight years ago, Restrap has grown with
demand. The company now employs 16 staff, with that number
expected to rise to 20 by 2019, and has recently moved into a
new space more than twice the size.
But how does the MD see the brand moving forward? “I
think it will shift,” Hughes says. “Some people will move onto
panniers and traditional kinds of luggage. It might even shift to
commuting a bit more. We get a lot of customers using frame
bags on a daily basis, when before it was more of a touring
product where you’re going away with it. A lot of the items
are slotting into the commuter market a bit more as well,
so I think the traditional sense of bikepacking may change
but the style of cycling and luggage will be around for quite
a while.”
But the most important detail for a brand gearing to the wild
ones is understanding why. Hughes has some thoughts on that:
“It appeals to them because it’s the fun side of cycling. It
doesn’t have to be deadly serious. It can just be going out with
your mates and stopping at the pub. I think that’s what people
forget. We talk about bikes and go to trade shows, but really
it’s a hobby and we do it because we enjoy it.” n
www.bikebiz.com
 01772 459 887
t.co.uk
www.bob-ellio

ine
@BobElliotOnl

Distributors of great brands across the UK

Find your Local stockist at: www.bob-elliot.co.uk or contact us on: sales@bob-elliot.co.uk Tel: 01772 459 887
 Smarter elvedes (ell-vee-dez)
1. Netherlands based manufacturer of bike
components. 2. Providers of an extremely

workshops ■
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quality cable and brake components.

Bearings ■ Hydro systems ■

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Disc brake pads

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available individually.

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For the full ‘Elvedes’ experience visit www.elvedes.com

0845 0508 500

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IN THE UK BY: thecycledivision.com

Limiting risk
Dalston-based Mamachari reflects on five years in the business
Can you tell us a little about how Mamachari began?
Mamachari started out in 2013 importing and selling
second-hand Japanese city bikes and child seats. Now
we have two stores and do all kinds of (mainly British)
bikes and accessories as well as servicing and repairs.
What makes Mamachari a successful shop?
We are firmly focused on what our customers need as well
as what they want or aspire to. This is important because
although we enjoy using quality bikes and kit ourselves, it
may not be appropriate for our customers and not everyone
has the budget for it. Of course, we cater for those who want
www.bikebiz.com 
BBZ155.ibd.indd 1
IBD FOCUS
to spend a bit more on performance luxury products but not
to the exclusion of everyone else. We can’t afford to alienate
or turn anyone away these days.
What are the key contributing factors to your success?
Being friendly, open and honest with our customers and
freely giving time and advice is vital. Time and again
customers have told us woes of condescending bike shop
staff and being told how their beloved bike is a pile of junk
and they should just buy a new one instead of repairing it.
We also carry a ‘curated’ range of products rather than just
having bits and bobs of whatever.
December 2018 | 51
21/11/2018 10:37
 IBD FOCUS

A lot of thought goes into selecting

products for our stores and as such
when customers come to research or
buy we can give comprehensive and
detailed information on the merits of
the product. More recently we’ve put
a lot of effort into making our brand
more visible online. Having an e-com
store even if you don’t plan to sell a
lot online is important in helping
customers find you.

Why are bike shops struggling at

the moment?
The slow pace of economic growth
particularly in the high street retail
sector is definitely a general
contributing factor. I think many bike
shops have been used to operating a
certain way and have been perhaps a
little unwilling to move with the times.
What worked in bicycle retail 10-15 years
ago may not work well now. I know of
several well-established bike shops that “As long as we keep listening
have closed in the last two years because
they were not in sync with the way retail to our customers and being
trends have shifted. Problems I’ve seen adaptive and flexible, we will have
include excessive inventory holding,
focusing too narrowly on a single market
the highest chance of sustainability”
segment and just being too complacent
in the face of competition. With the
maturity of the online marketplace, we
all know too well the race to the bottom Whilst we understand that brands and distributors need
is not something that IBDs can compete to generate enough revenue to survive and have started
with. But at the same time, we can’t go selling online direct, more resources should be channelled
on trying to fight against them. They’re into supporting IBDs. Many brands now recognise that
here to stay and we have to accept that. the best place for customers to engage with complex
What we can do is focus on what we products like bicycles is in a local bike shop.
(IBDs) can do that online stores cannot,
and incorporate that into our USP. How do you plan on safeguarding your shop for
the future?
What should the industry be doing It’s a constant worry and I guess that in itself is part of
to move forward? our strategy. We’re constantly looking at what we’re doing
I think the retail industry needs to and asking ourselves ‘Does this still work for us? Does it
focus on delivering high-quality still deliver the best for our customers?’. No one can
customer service and being responsive predict the future but I think that as long as we keep
and adaptive to consumer needs. listening to our customers and being adaptive and flexible
The more attentive we are to then we will have the highest chance of sustainability. We
consumer needs and wants, the will also continue doing as we have from the very start by
more likely we are to win their limiting exposure to financial risk – we don’t borrow
custom. More can also be done from money and we keep tight reins on our expenditure on
higher up the retail supply chain. credit terms. n

52 | December 2018  www.bikebiz.com

BBZ155.ibd.indd 2 21/11/2018 10:37

FMU332.ad_pause.indd 109 14/05/2018 15:27

Wheels, tyres and inner tubes
1 2
3
1 2
Tannus Tyres
Armour
Distributor: Moore Large
Tannus is launching its Armour
tyre insert for off-road. The
Armour will be the first insert
on the market designed to be
used with a regular clincher and
inner-tube setup. The unique
structure will not only prevent
punctures and pinch-flats, but
also enable riders to significantly
lower their tyre pressure, for
more grip and a lower rolling
resistance, whilst protecting the
rims from impact damage.
Contact: 01332 274252
sales@moorelarge.co.uk
www.bikebiz.com 
BBZ155.sg1.indd 1
Continental
Grand Prix Urban
Distributor: Continental
Based on the casing of the
Continental Grand Prix, this is
perhaps the most sportive urban
tyre ever made. Extra comfort
is provided by a wider 35-622
dimension. BlackChili high-
end rubber compound has been
used to provide the right grip in
both wet and dry conditions.
With PolyX Breaker and an
additional rubber layer, this
folding tyre possesses all-
round puncture protection.
Contact: +49 30 695 351 923
media@schindelhauerbikes.com
4
3 4
Zipp
302 Carbon Clincher
Distributor: ZyroFisher
With a 45mm deep Indianapolis-
made carbon rim, optimised for
low aerodynamic drag and
precise handling in all riding
conditions, the 302 Carbon
Clincher delivers the ride that
Zipp wheels are renowned for
at a price that makes Zipp
carbon quality and performance
more attainable than ever.
A centre-locking brake rotor
mounting interface keeps the
wheels light and easy to service.
Contact: zipp.com
SECTOR GUIDE
Scope Cycling
Scope O2
Distributor: Oneway Distribution
This multi-purpose rim is a
hookless tubeless carbon rim
designed for cyclocross, gravel
and XC MTB. Scope wanted to
develop a proper race wheelset
that would offer a better balance
of weight, lateral stiffness,
comfort and durability than
rivals available for premium
cyclocross, gravel or XC MTB
racing. The O2 is designed with
a 25mm internal, 31mm external
width and a shallow 23mm rim.
Contact: 0031 10 3403504
marketing@o-w-d.nl
December 2018 | 55
21/11/2018 11:04
 SECTOR GUIDE

5 6

7 8

5 6 7 8
XLC Halo Momentum Acros
Street X Puncture Protection Carbaura RC Solo Flip Flop Road Disc Carbon SLS
Distributor: Raleigh UK Distributor: Ison Distribution Distributor: Greyville Enterprises Distributor: Oxford Products

A fantastic all-round tyre for
wet or dry conditions, the XLC
Street X Puncture Protection
tyre includes a Kevlar insert
to protect yourself from all
of the different road surfaces.
Available in six sizes, reflective
or non-reflective and different
colours this tyre can give you
all the performance you need.
Contact: sales@raleigh.co.uk
01773 532 600
Our Carbaura RC wheelsets
have been designed to keep
you one step ahead of the
competition. Built around a
Computational Fluid Dynamics
tested, aerodynamic profile in
a Carbon Fibre chassis, low
weights, linear compliance
and lateral stiffness were our
primary aims with the Carbaura
RC wheelsets. Hand-built in the
UK with lightweight bladed aero
spokes to decrease resistance
and widely spaced hub flanges.
This selection of Momentum
wheels are at the better end
of the market without going
into stratospheric levels. An
excellent example is the
“Solo” single speed reversible
rear with an Acor “flip flop”
hub for use with either single
speed freewheel or threaded
fixed sprocket. Hub is large
flange with sealed bearings
and solid axle fitted to a 32-hole
Weinmann DP18 rim with silver
Cross three plain gauge spokes.
Describing these wheels as
versatile is an understatement,
at home on the road, gravel
and bunny hopping hurdles
in a Cyclocross race, these
are the carbon disc wheels
that can and will do it all.
The wheels weigh a staggering
1295 grams, with the super
lightweight Baccara SLS rim
having an internal rim width
of 19.1mm, allowing a wide
range of options when it comes
to tyres.

Contact: 01353 662 662 Contact: Contact: 01993 862 300

jordan@ison-distribution.com www.greyville.com marketing@oxprod.com

56 | December 2018  www.bikebiz.com

BBZ155.sg1.indd 2 21/11/2018 11:04


9 10
11
9 10
Oxford
Metro Elite Tyre
Distributor: Oxford Products
Easy rolling, an abundance
of puncture protection and
durable, the three things you
need from a commuter tyre.
These are also the three
major features of our brand
new commuter tyre, the
Metro Elite. The tyre comes
in a 700x35C size, so there
is plenty of comfort but
without any compromise
of speed, helping you get
from A to B by bike much
more pleasurably.
Contact: 01993 862 300
marketing@oxprod.com
www.bikebiz.com 
BBZ155.sg1.indd 3
RSP
Calavera Road Wheels
Distributor: Raleigh UK
Our new Tubeless ready Carbon
Road/CX/Gravel wheels are
designed to offer increased
stiffness, reduced weight and
more speed. Available in 700c
(disc and non disc compatible,
with the rear up to 148mm
boost) alongside different
depths (35mm and 45mm)
there is a wheelset for
anyone. Carbon rims laced
onto a Chosen v3 Hub which
features 150-point engagement
rate and made in the UK.
Contact: 01773 532 600
sales@raleigh.co.uk
12
11
FSA
Afterburner WideR
Distributor:: Solent UK
The new Afterburner WideR
is a tubeless wheelset that
features a 29in hookless
bead system for lighter
weight, improved durability
and easier tyre installation.
It is artisan built entirely
by hand, and is asymmetric
with 25mm depth x 27mm
wide alloy clincher rim.
Sealant tape and tubeless
valves are also pre-installed
to speed up the tubeless
conversion process.
Contact: 023 9252 1912
sales@windwave.co.uk
SECTOR GUIDE
12
Vittoria
Latex Inner Tube
Distributor: ZyroFisher
Built for endurance and
performance on the road,
the Vittoria Latex Inner
Tube is crafted from latex
for a durable lightweight
construction. Available in
two variant sizes (19-24mm
and 25-28mm) and a valve
length of 51mm, which is
fully compatible with the
Vittoria Valve Extensions.
This tube is purpose build
with the performance sportive
riders/racer in mind.
Contact:
www.zyrofisherb2b.co.uk
December 2018 | 57
21/11/2018 11:04
 SECTOR GUIDE
13
15
13
e*Thirteen
LG1 Race Tyre
Distributor: Silverfish UK
e*Thirteen’s LG1 dual-ply
downhill tyres have finally made
it to market and are well-worth
the wait. Carrying over the same
tread that made the TRS tyres a
cult classic, the LG1 tyres offer a
stable, supportive casing, and
excellent puncture protection at
a surprising weight. The LG1
tyres use tapered Apex inserts,
which dramatically improve grip
under cornering and braking,
decrease rolling resistance, and
dramatically increase the tyre’s
puncture resistance.
Contact: 01752 843 882
sales@silverfish-uk.com
58 | December 2018 
BBZ155.sg1.indd 4
14
Santa Cruz
Reserve 37
Distributor: Jungle Products
Plus-curious, but not willing to
commit to an ultra-wide rim
that’ll square off the swathe of
2.6 tyres popping out of moulds
around the world? The new
Reserve 37’s width (37mm
internal) is optimised for tyres
from 2.5 to 2.8 inches wide, and
will still support a 3.0 nicely.
We feel it’s the best balance
of support for wide-but-
traditional tyres, while also
offering enough volume to let
2.8-3.0 tyres solve the traction
+ volume = shred equation.
Contact: 01423 780 088
info@jungleproducts.co.uk
14
16
15
Campagnolo
WTO 60
Distributor: ZyroFisher
The Bora WTO 60 represent
not only the most efficient
wheels possible in terms of
aerodynamic performance and
low rolling resistance but by
doing so while maintaining an
additional focus on weight
makes for an ever more efficient
total structure. The hubs, made
from aerospace grade alloys
and engineered to reduce
every unnecessary milligram
from their construction also
contribute to the scant weight
of the overall wheel.
Contact:
www.zyrofisherb2b.co.uk
16
Maxxis UK
Roamer and Gypsy
Distributor: Extra UK, Madison
The Roamer and Gypsy tyres
can tackle anything from
your daily commute to a
weekend touring the back
roads. Both are capable of the
increased loads, torque and
speed associated with e-bikes,
as the tyres meet the European
ECE-R75 certification. 
With a slick centre, Kevlar
breaker and leaf-like tread
pattern on the shoulders,
the Roamer is perfect for
e-bikes, gravel bikes, and
your adventure-biker.
Contact:
www.maxxis.co.uk
www.bikebiz.com
21/11/2018 11:04

17
19
17
Fulcrum
Racing 6 Disc Brake
Distributor: i-ride
The Racing 6 DB is a tubeless
compatible disc brake wheelset
from the Fulcrum line-up. The
classic style hub with J-bend
spokes adds an air of classic
performance and reliability to a
stylish and modern wheelset. At
an impressive 1690gr for a pair
of road disc wheels the Racing 6
DB is the perfect training
wheelset and is a great entry
point into Fulcrum quality.
These are ideal for sportive
riders looking for something
more that a standard wheelset.
Contact: 01444 243 000
info@i-ride.co.uk
www.bikebiz.com 
BBZ155.sg1.indd 5
18
Ibis Cycles
742 Logo Carbon Wheels
Distributor: 2pure
These new wheels feature all the
good points about our prior
wheelsets, with a few bonus
features: 27.5in/650b carbon
Boost wheels. 41mm outside/
35mm inside rim width, designed
to work with tyres between
2.35in-3.0in. Tubeless with rim
tape and valves installed. Six bolt
disc hubs with 36t 4 pawl free
hub. Asymmetric design allows
for identical spoke lengths
on the front, rear, drive and
non-drive side and even spoke
tension for a stronger wheel.
Contact: 0131 449 4147,
trade@2pure.co.uk
18
20
19
Pirelli Velo
PZero Velo
Distributor: Extra UK
Clincher tyre, 23-622 | 25-622
| 28-622. The silver label
showcases the PZero Velo,
aimed at road racing. It is light
and the most versatile of the
three as it provides speed and
handling along with dry and wet
grip meaning top cycling safety.
It is ideal for competitions or
training on any type of surface.
Years of top-level racing
expertise deliver its crowning
jewel: the PZero Velo, here to
challenge the best bicycle
clincher performance.
Contact: 01933 672 170
service@extrauk.co.uk
SECTOR GUIDE
20
Reynolds
AR41 DB
Distributor:: Upgrade Bikes
Srp £1,100. New 2019 carbon “All
Road” series from Reynolds
offers exciting new rim
dimensions, industry leading
technical carbon build quality,
high quality hubs backed by a
lifetime warranty. The AR41 Disc
Brake wheelset rolls with 21mm
internal hooked profile widening
to 30mm externally over its
41mm deep section. Reynolds
proprietary carbon material and
lay-up has been engineered to
exacting standards for strength,
ride quality and durability.
Contact: 01403 711 611
upgradebikes.co.uk
December 2018 | 59
21/11/2018 11:04
 SECTOR GUIDE

Cycle footwear
1 2

3 4

1 2 3 4
Cube Bikes Bont fizik Giro
Cube Shoes RD C:62 SLT Riot Buckle Tempo Powerstrap R5 Privateer and Manta Lace
Distributor: Oneway Bike Industry Distributor: Raleigh UK Distributor: Extra UK Distributor: ZyroFisher

Two disc closures mould the
shoe to the foot like a second
skin for optimum pressure
distribution. The stiff Cube
carbon outsole transmits power
with maximum efficiency while
the Cube Anti-Slip System
keeps the heel firmly in place.
Optimum climate control comes
courtesy of an intelligent mix
of dirt-repellent upper and
ventilated tongue.
This composite heat, mouldable
entry-level cycling shoe is now
available with micro adjustable
buckle retention system. The
Riot combines Bont’s pro series
technical features including
our power transfer platform
and anatomical shaping with
competition grade materials
to create the most technically
advanced entry level road
cycling shoe.
Tempo Powerstrap R5 is a
versatile road cycling shoe with
an innovative Velcro closure
designed for an enveloping
fit. While most Velcro closures
simply pull together two
sides of the shoe’s upper,
in this configuration a
ribbon wraps around the
foot, enabling ultimate
comfort and containment
using just two straps.
Giro is renowned for the
comfort of their laced shoes.
The new Privateer and Manta
Lace shoes combine the
durability of the acclaimed
Privateer mountain bike shoe
with a laced upper, making for a
versatile shoe that is built
withstand rugged conditions.
Designed for off-road adventures
with a look that’s also ideal for
touring or the daily commute.

Contact: 0031 10 3403 504 Contact: 01773 532 600 Contact: Contact:
marketing@cube-bikes.nl sales@raleigh.co.uk orders@extrauk.co.uk www.zyrofisherb2b.co.uk

60 | December 2018 www.bikebiz.com

BBZ155.sg2.indd 1 21/11/2018 11:09


7 8
5 6
Northwave
Extreme RR 2 GTX
Distributor: i-ride
The Extreme RR 2 GTX boot
utilises the top end performance
of the Extreme RR and Extreme
Pro with the warmth and
protection of the GTX series
shoes. Made with Northwave’s
Xframe patented construction
and ultralight next generation
materials, the upper transfers
every watt of power and
provides the snuggest, even
fit with no pressure points.
Contact: 01444 243 000
info@i-ride.co.uk
www.bikebiz.com 
BBZ155.sg2.indd 2
Giro
Gauge and Gauge Women’s
Distributor: ZyroFisher
Offering an athletic approach to
mountain bike footwear. The
Gauge has the fit and feel of a
trail running shoe with the
reliable grip of an aggressively
lugged rubber outsole and
clipless pedal compatibility.
With an injected nylon inner
shank for pedalling efficiency,
it’s an ideal shoe for anything
from trail riding to spinning in
the gym.
Contact:
www.zyrofisherb2b.co.uk
7 8
Georgia in Dublin
Leggits
Distributor: Direct to retailer
The Georgia in Dublin Leggits are
waterproof overshoes designed
to go over flats, boots, high heels
and runners. They come to just
below the knee so protect the
lower leg from splashes, not just
the feet! With high visibility
details up the back and sides,
and with width adjustable velcro
tabs, the Leggits provide visibility
and comfort for urban and
country cyclists.
Contact: +353 1 643 2326
info@georgiaindublin.com
SECTOR GUIDE
Shimano
MW7
Distributor: Madison
Built for riders without an
off-season, the MW7 is tough,
insulated and comfortable with a
Gore-Tex liner designed to keep
you riding even when the
weather’s at its worst. Updated
for 2019 with a BOA L6 dial
closure system, Shimano’s
premium off-road winter shoe is
back and better than ever before.
Contact:
comms@madison.co.uk
December 2018 | 61
21/11/2018 11:09
 In association with

Bob Elliot and Co Ltd Jungle Products Ltd North Sports

Unit C4 Binary Court, Matrix Park, Western Avenue, Unit 3, The Cedar, New York Mills, Summerbridge, 102 Charleston House, 87–95 Neilston Road, Paisley,
Buckshaw Village, Chorley, PR7 7NB HG3 4LA PA26ES
Tel: 01772 459 887 Tel: 01423 780088 Web: www.northsports.co.uk
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Oneway Distribution BV
Cooke Components PO BOX 12, 3000 AA Rotterdam
Unit 7C Cufaude Business Park, Cufaude Lane, Tel: 0031 10345 3510
Bramley, Hants, RG28 5DL M & J Distributors Ltd Web: shop.o-w-d.nl
Tel: 01256 880739 Unit A, Hanix Buildings, Windmill Lane, Denton,
Web: www.cookecomponents.co.uk Manchester, M34 3SP
Tel: 0161 337 9600
Web: www.mjdist.co.uk

Oxford Products Ltd

EBCO De Havilland Way, Range Road, Witney, Oxon,
5 Pegasus House, Olympus Ave, Warwick, OX290YA
CV34 6LW Met Helmets / Bluegrass Tel: 01993 862 300
Tel: Tel +01926 437700 22-24 Ely Place, London, EC1N6TE Web: www.oxfordproducts.com/bicycle
Web: www.ebco-ebikes.co.uk Tel: 0207 1937 496
Web: www.met-helmets.com

Pitbitz Ltd
Unit 6 Thorpe Drive, Thorpe Way Industrial Estate,
Fibrax Ltd Moore Large & Co Banbury, Oxon, OX16 4UZ
Queensway, Wrexham. LL13 8YR Grampian Buildings, Shinfin Lane, Derby, DE249GL Tel: 01295 269333
Tel: +44 (0)1978 356744 Tel: 01332274200 Web: www.gazeboshop.co.uk and
Web: http://www.fibrax.com Web: www.moorelarge.co.uk www.thebikeboxcompany.co.uk

The Bikebiz DIRECTORY 2018

is out now, providing the
industry with a must-have
guide to the UK’s retailers,
distributors, manufacturers
and related businesses.

BB Directory2018-DPS-AD_final.indd 1 20/11/2017 11:15

 EVENT ORGANISERS, ORGANISATIONS, RETAILERS,
DISTRIBUTION AND E-COMMERCE AND MARKETING, PR AND MEDIA AND SERVICES AND
HOSTING, HOLIDAY MANUFACTURERS CHARITIES AND WORKSHOPS AND
WHOLESALE EPOS CONSULTANCY PUBLISHING TRAINING
AND HIRE ASSOCIATIONS MAIL ORDER

Assos Clarks Cycle Systems Cycleguard Insurance

57 Farringdon Road, London, EC1M 3JB Head Office, Unit 1 The Old Dairy, Pessall Lane, Southgate House, Southgate Street, Gloucester,
Tel: 0203 621 1555 Edingale , Tamworth, Staffordshire, B79 9JL GL1 1UB
Web: www.assos.com Tel: 01827 382800 Tel: 0333 004 3444
Web: www.cycleguard.co.uk

Reece Cycles plc Bike Rental Manager

100 Alcester Street, Birmingham, B12 0QB c/o H W Fisher & Co
Tel: 0121 622 0180 Acre House, 11-15 William Road, London.
Web: www.reececycles.co.uk NW1 3ER Cycling UK
Tel: +33 4 66 03 14 32 Parklands, Railton Road, Guildford, GU2 9JX
Web: www.bikerentalmanager.com 01483238300
Web: www.cyclinguk.org

Schwalbe Tyres UK Ltd

Schwalbe Centre, Hortonwood 30, Telford,
Shropshire, TF1 7ET Citrus-Lime Limited
Tel: 01952602680 Lantern House, The Ellers, Ulverston, LA12 0AA
Web: www.schwalbe.co.uk Tel: 01229 588 628 Aqua Blue Sport LTD
Web: www.citruslime.com 4 Cleve Quarter, Monahan Road, Cork,
Ireland
Tel: 00353214847477
Web: www.aquabluesport.com

AWE®
Unit 80, Courthill House, 60 Water Lane Dexshell
Wilmslow, Cheshire. SK9 5AJ Unit F1-F3 Longford Trading Estate, Thomas Street,
Tel: 01625-873130 Manchester, M32 1JT
Web: www.awebike.com Tel: 01618644666
Web: www.dexshelltrade.com Yellow Jersey Cycle Insurance
Prospero, 73 London Road, Redhill,
Surrey, RH1 1LQ
Tel: 0333 003 0046
The Cycle Division Web: www.yellowjersey.co.uk
Unit 27 Gatehouse Enterprise Centre, Albert Street,
Lockwood, Huddersfield, West Yorkshire, HD1 3QD Invisiframe
Tel: 01484 456137 Tel: 01743 232297
Web: www.thecycledivision.com Web: www.invisiframe.co.uk

700c Cycle Shop Insurance

Plough Court, 37 Lombard Street, London.
EC3V 9BQ
Walkers Cycle Components Ltd Rozone Limited Tel: 0333 433 0827
22 Holywell Road, Leicester, LE2 8SG Queen Street, Darlaston, Wednesbury Web: www.700cinsurance.co.uk
Tel: 01162 833885 West Midlands. WS10 8JB
Web: www.walkerscycles.co.uk Tel: 0121 526 8181
Web: www.rozone.co.uk

Weldtite Products Ltd

ZyroFisher Ltd Unit 9 Harrier Road, Humber Bridge Industrial
Roundhouse Road, Faverdale Industrial Estate, Smartmotion International Ltd Estate, Barton-on-Humber, Lincs, DN18 5RP
Darlington, DL3 0UR RM C, 13/F, Harvard Commercial Building, 105-111 Tel: 01652 660000
Tel: 01325 741200 Thomson Road, Wan Chai, Hong Kong Web: www.weldtite.co.uk
Web: www.zyrofisher.co.uk / www.zyrofisherb2b.co.uk Tel: 8615895656508
Web: www.smartmotionbikes.com

The Bikebiz DIRECTORY 2018 is available to view online at www.bikebiz.com

BB Directory2018-DPS-AD_final.indd 2 20/11/2017 11:15

MARKETPLACE TO ADVERTISE ON THESE PAGES PLEASE CONTACT
richard.setters@futurenet.com or call 0207 354 6028

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New Dealers can register online.

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BIKES & ACCESSORIES BIKES & ACCESSORIES

64 | December 2018 www.bikebiz.com

 MARKETPLACE
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info@use.group info@use.group
01798 839 300 01798 839 300

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BIKES & ACCESSORIES BIKES & ACCESSORIES

www.bikebiz.com December 2018 | 65

MARKETPLACE TO ADVERTISE ON THESE PAGES PLEASE CONTACT
richard.setters@futurenet.com or call 0207 354 6028

BIKES & ACCESSORIES BIKES & ACCESSORIES

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EPOS & COMMERCE BIKE LABELS, BOTTLES, BAGS & GENERAL PRINT

66 | December 2018 www.bikebiz.com


The bike-sharing
economy
Fact.MR presents a research study on the bicycle parking racks market
C
ommercialisation and public bike sharing
remain prominent trends in the bicycle
parking racks market. The rapid pace of
urbanisation hasn’t been without its own share of
challenges. Increasing air pollution and chaotic road
traffic, especially in urban centres, continues to be a
challenge for Governments all around the world.
www.bikebiz.com 
BBZ155.mm.indd 1
DATA AND ANALYSIS
Addressing these challenges entails a multi-pronged
approach, with decreasing the reliance on automobiles
being an integral part. The use of bicycles as a means
of commute, especially for covering short distances,
isn’t entirely a new idea. However, in recent years, it
has gained prominence on account of health and
wellness, and carbon consciousness.
December 2018 | 67
21/11/2018 11:25
 While car sharing became popular in an effort to resolve problems
of urban traffic, bike sharing has gained significant traction as an
effective and sustainable transport solution for distances that are
too long to walk and too short to drive.
The bike-sharing economy has necessitated the demand for
efficient bicycle parking management. As unorganised bicycle
parking aggravates existing traffic congestion on roads, bicycle
parking racks have become a common sight in urban areas
wherein their presence is no more restricted to public gardens
or near subway stations.
An opportunity of branding through bicycle parking racks
has added a commercial aspect wherein custom bike racks
with the brand name or logo are being used to enhance brand
visibility. Identifying the possibilities of commercialisation, small
businesses are voluntarily offering their storefronts for bicycle
parking rack construction, in a bid to capture greater visibility.
Small businesses investing in bicycle parking racks to
increase customer footfall
According to a study carried out by the Portland State University,
about 67 per cent of business owners agreed that presence of
bicycle parking racks significantly enhances foot and bike traffic
in their store locations. The study also found that businesses that
are easy to reach by bicycle tend to get more consumer visits.
Commercialisation has further propelled the design evolution
of bicycle parking racks. While traditional parking racks were
limited to bike positioning, manufacturers are providing custom
or theme-based bicycle parking racks that help businesses in
enhancing their brand visibility.
In addition to public bike sharing, bicycle parking racks are
witnessing penetration in official infrastructures where
sustainable transportation is encouraged.
68 | December 2018 
BBZ155.mm.indd 2
Presence of a variety of appealing shapes, mount types, decorative
designs, bike locks and bike lockers are well-accepted among
modern bike riders.
While traditional bicycle parking rack remains the most
sought-after design, digital parking racks are witnessing
increasing adoption. Digital parking racks with RFID access
card, alarm and connectivity are being installed in private or
commercial infrastructures.
In most countries, the demand for bicycle parking racks is
met by local dealers or manufacturers. Since the inception
of the first modern bicycle rack known as ‘Sheffield rack’ in
England, Europe continues to witness growing investments
in bicycle parking racks.
China: A lucrative market for bicycle parking rack
manufacturers
China’s extensive bike-sharing landscape has witnessed a
prominent shift towards dockless bikes. However, to resolve
the bicycle overflow in graveyards, China is expected to witness
steady demand for bicycle parking racks.
Increasing popularity of dockless bike and scooters can reduce
the necessity of bicycle parking racks. However, as an economical
and sustainable mode of transportation, the perennial popularity
of bicycles will continue to underpin the necessity of bicycle
parking racks in the near future. n
‘Europe continues to witness
growing investments
in bicycle parking racks’
www.bikebiz.com
21/11/2018 11:25
 DATA AND ANALYSIS

Cyclists’ satisfaction
with major A-roads
and motorways Transport Focus published a report that measured

maintained by the experiences of cyclists who travel along, beside

or have to cross major A-roads and motorways
maintained by Highways England. The report found

Highways England that in the East Midlands and the North West, more
than three quarters of of cyclists are satisfied.

Reasons for overall satisfaction of journey (per cent of cyclists mentioned unprompted)

East Midlands Reason for overall satisfaction of journey North West

28 per cent Route was relaxing/ enjoyable 33 per cent
20 per cent Route was well maintained and clean 19 per cent
14 per cent Enjoyed being outside 19 per cent
12 per cent Route was easy Ten per cent
11 per cent Provisions that made the journey better Ten per cent
Nine per cent Scenic route Six per cent
Seven per cent Felt safe 11 per cent
Seven per cent Felt active/ good exercise Eight per cent
Six per cent Minimal traffic Six per cent
Two per cent Got to destination Seven per cent

Rating individual aspects of the route (per cent of cyclists very/fairly satisfied)

East Midlands Aspect of route North West

78 per cent Visibility on the route ahead 81 per cent
72 per cent Signage for road vehicle users 75 per cent
65 per cent Ease of use of road crossing points 66 per cent
64 per cent Directness of road crossing points 70 per cent
60 per cent Lighting – where provided 60 per cent
59 per cent Quality of the path 57 per cent
58 per cent Freedom from litter 59 per cent
57 per cent Availability of road crossing 65 per cent
55 per cent Ease of getting onto path 57 per cent
54 per cent Availability of path 50 per cent
49 per cent Signage for pedestrians/cyclists 51 per cent
9000

70 | December 2018 www.bikebiz.com

BBZ155.stats.indd 1 22/11/2018 09:41

 WHE N P OWE R A ND STYLE UNIT E; I NTRO DU CI NG T HE N EW RA LE IG H C E NTR OS .

Designed in Britain and made in Europe, the
Centros is our most technologically advanced
electric bike to date. Power and style unite to
deliver cutting edge innovations and provide you
with the complete leisure electric bike package.
If you’re looking for a subtle and discreet
electric bike then the Centros is the bike
for you. Fully integrated into the bicycle
frame is the bike’s hidden source of power
– the 500wh battery from Bosch.

sales@raleigh.co.uk raleighb2b.co.uk
Have you ever wished that everything you
wanted and needed was under one roof?
XLC is every dealers dream come true, one
brand that houses all your bike part needs.
Coming from the same stable as Haibike, XLC
stands for function, fashion, comfort and technology.
With recognisable blue packaging and high stock
turn XLC is often referred to as the fast moving
blue wallpaper.

Sold by the metre, XLC and its point of sale concept

offers a flexible solution for retailers. With its
modular, flexible tailored point of sale solution, the
selection of stock is down to you. With no set
packages, it gives you the option of choosing the
products you know will sell in your store. XLC is truly
optimised for stock turn and high margin which in
turn leads to increased profitability.

For 2018, 1500 additional product lines have been

added to complement the existing UK range.

XLC stockist offers:

We have a range of stockist offers to suit all needs
which will give you access to our best pricing
terms, free of charge point of sale units and industry
leading margin.

For full up to date information on our stockist and

point of sale programme please contact your Raleigh
area account manager today.